Item: OpenX
Rating: 7
Author: Verified User

Overall Satisfaction with OpenX

Use Cases and Deployment Scope

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.

Pros and Cons

Pros

Their reporting API is very complete
A lot of video inventory
Good customer service

Cons

Not a lot of inventory outside North America.
Prices are a bit high across the platform.
We have found discrepancies on how impressions are counted on their platfrom and our systems.

Return on Investment

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.

Alternatives Considered

Basis DSP and Smaato

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.

Likelihood to Recommend

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.

OpenX Feature Ratings

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Omnichannel exchange