• by Tyler Loechner  @mp_tyler, September 18, 2015

Townhall Media, a conservative news organization and Salem Media Group company, has announced that it will begin using OpenX’s “header bidding” technology to sell ads on its site.

Header bidding tosses all programmatic demand sources into a single auction, allowing publishers to ramp up the competition and, in theory, increase yield. Header bidding and other similar technologies have become increasingly popular as publishers look for ways to eliminate the possibility of good demand slipping through the cracks in an automated environment.

Townhall claims that it saw a 57% increase in programmatic revenue once it began using OpenX’s header bidding tech.