OpenX, Meredith Local Expand Partnership With Header Bidding

Programmatic advertising marketplace OpenX and Meredith Local Media Group, a unit of Meredith Corp., on Tuesday announced an expanded partnership, integrating OpenX Bidder into Meredith Local’s strategy across desktop and mobile. Meredith Local is a marketing company with local television brands serving over 12 million U.S. households.

Meredith Local has seen an increase of more than 50% in OpenX-procured monthly revenue, with a customized version of OpenX Bidder driving over 50% of overall revenue, according to OpenX.

Dedicated OpenX partner experience team members conducted data and yield analysis to design a monetization strategy for the Meredith Local portfolio of 17 local television stations’ digital news properties.

“OpenX Bidder, coupled with OpenX’s partner service and yield and solutions teams, enabled us to rapidly optimize our digital inventory, resulting in a 20% increase in net eCPMs across OpenX inventory,” stated Caley Lewis, director of programmatic partnerships at Meredith Local.

“There’s no such thing as a ‘one-size fits all’ monetization strategy. The OpenX yield team views each one of our publisher partners as unique, and building customized optimization strategies is one way we help our partners achieve maximum revenue,” stated Qasim Saifee, SVP monetization at OpenX.

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