Earlier this year, Google Exchange Bidding published a case study about one of its users, RhythmOne, highlighting the multiplatform ad exchange’s ability to generate impressive revenue for publishers and advertisers through a fine-tuned user-match approach across Google’s Exchange Bidding.
According to the study, RhythmOne’s match rate comes in at a whopping 80%, making it one of the highest rates among bidding exchange partners. For comparison, Google Exchange Bidding on average is driving a 40% increase for publishers in programmatic revenue.
RhythmOne counts among its early adopters many of the comScore 500. Until recently, Exchange Bidding was a closed beta operation and only top DFP publishers were invited to participate.
“Overall, the digital advertising industry is consolidating spend into high-quality, transparent marketplaces that provide value to all parties — publishers, advertisers and consumers.
"Publishers, specifically, are favoring a smaller pool of partners, yet the demands on them are larger than ever in terms of delivering against performance goals, such as revenue growth and yield management, as well as technology optimization to meet low latency and speed requirements,” Karim Rayes, RhythmOne’s vice president, publisher development tells Publishing Insider.
“Our work within the Google Exchange Bidding platform allows us to meet all of these requirements on behalf of our publisher and advertiser partners.”
According to Rayes, part of what makes RhythmOne work so efficiently is its proprietary traffic filtering technology, called RhythmGuard. RhythmGuard shows demand partners a publishers’ high quality inventory, leading to higher bid rates, CPMs and revenue, providing a brand-safe and fraud-free marketplace.
One of those publishers that chose to work with RhythmOne early on was Publisher’s Clearing House Media.
Matthew Burgess, senior media analyst, says of the experience: "We've been working with RhythmOne as a growing demand source for both display and video, and we are encouraged by the initial results. They are on a short list of partners that we can actually transact with on the video side through Exchange Bidding Dynamic Allocation and across channels which we see as an advantage.”
Rayes says, “The initial response has been overwhelmingly positive. We can now offer Exchange Bidding publishers the ability to access our 1000+ demand partners worldwide.”