PUBMATIC'S HYBRID BIDDING SOLUTION DELIVERS 35% INCREASE IN REVENUE
The publisher is a daily print newspaper and web publication that is part of one of the oldest and largest publishing houses in Europe.
Programmatic advertising, supported by unified bidding is a key revenue stream for the publisher. While they already leveraged PubMatic’s OpenWrap Web as their client-side Prebid wrapper solution, the publisher was keen to add a Prebid Server set-up as a way to drive additional yield opportunities through the platform.
THE SOLUTION: PUBMATIC'S OPENWRAP WEB
The team at PubMatic recommended a hybrid bidding deployment (where both client-side and server-side Prebid bidders run in parallel) with OpenWrap Web. An A/B test was conducted to compare the performance of the hybrid bidding setup against their previous configuration. Additionally, OpenWrap Web helped simplify the duplication of multiple bidders and allowed the publisher to easily experiment with many setups. By utilizing OpenWrap Web, the publisher was able to offset Prebid server costs and increase their top line income.