CASE STUDY: OPENWRAP SDK

HOW A POPULAR SOCIAL MEDIA PLATFORM IS IMPROVING IN-APP MONETIZATION WITH PUBMATIC'S OPENWRAP SDK

With a global audience of over 200 million users and followers,* 9GAG is a Hong Kong based social media platform, providing popular memes, breaking stories, GIFs, and viral videos

THE CHALLENGE

Choosing the right in-app header bidding solution helps scale demand and improve an app’s user experience.

Before partnering with PubMatic, 9GAG was solely reliant on a leading server-side, black box header bidding solution for its in-app monetization, but was restricted to a limited pool of bidding partners.

The publisher was keen to explore whether working with a transparent, Prebid-based header bidding solution could help improve auction competitiveness and deliver better programmatic ad revenue.

THE SOLUTION: OPENWRAP SDK

PubMatic’s Prebid-based OpenWrap SDK seamlessly integrates multiple demand partners, including major ad exchanges and DSPs, and allows publishers to leverage enterprise-grade analytics. Publishers can uncover new insights on how to optimize yield and manage demand partners in a cloud-based UI — without requiring changes to the SDK, app, or app store approval.

Inventory is auctioned to cloud demand sources in unison based on real-time prices — a business model that offers publishers efficiency, transparency, and more revenue. OpenWrap SDK can be integrated using an ad server, no ad server, or within an existing mediation solution.

SUCCESS BY THE NUMBERS

By integrating both in-app monetization solutions, 9GAG saw significant uplifts in CPM and in-app programmatic revenue.

22%

Average
CPM Growth1

51%

In-App Programmatic
Revenue Growth2
*9GAG internal data
  Data from January – September, 2021
1Based on eCPMs before vs after implementing OpenWrap SDK
2Based on all programmatic revenue monetized through the open marketplace via Android and iOS