October 04, 2019
Score 7 out of 10
Overall Satisfaction with OpenX
OpenX is being used by the supply team in our organization. We are connected to them via OpenRTB and use them among many other exchanges to increase our reach and inventory on app campaigns. We use them for worldwide campaigns although their main focus is on the US and Canada and we have not found good results in any other geos.
- We have been able to expand our reach, improving ROI.
- We have had high CPMs, offsetting, and lowering our margin.
- We have partnered on fraud tools, reducing costs.
We have used Basis as a DSP but found better results in integrating OpenX with our own bidder. As for Smaato, they are focused only on in-app traffic so they are a niche player. OpenX is a bigger player for agencies that have different campaigns with multiple objectives and where cross measurement is important.
OpenX is a good partner, specifically for omnichannel branding campaigns as they have a big chunk of legacy desktop inventory and they have been on boarding mobile supply on the last few quarters. For performance campaigns, as their CPM prices are a bit high, sometimes it is hard to reach the desired CPAs because the competition between the DSPs is very fierce.