All around programmatic playerhttps://www.trustradius.com/ad-serving-retargetingOpenXUnspecified7.4291012019-11-12T00:00:36.867Z
November 11, 2019
All around programmatic player
Score 8 out of 101
Overall Satisfaction with OpenX
OpenX is used by the Campaign Management team on many of our branding campaigns. We work with them programmatically via an OpenRtb integration in order to get to more users in the US. We have seen CPMs on the exchange a bit high, but the quality and performance we got from the users make it worthwhile.
- Prices are high on the exchange, diminishing ROI.
- We expanded the reach and increased budgets, improving ROI.
- We did some co-marketing events together, decreasing fixed costs.
OpenX is less focused than MoPub and it has a bigger reach as it is not limited to the mobile app. Unlike MoPub that focuses on performance, OpenX comes from the branding world and is pushing into CTV and other areas of the industry more catered to traditional media agencies and not pure ad tech players.
OpenX works well for campaigns where you want to impact the same user on the desktop, mobile web, and app as they have inventory from each platform. They are big in the US but they lack inventory in APAC and other big geos. I would focus on branding when running campaigns on OpenX and d use other exchanges for performance marketing.