Programmatic Lunch

OpenX launches video header bidding solution

Tim Maytom

Independent ad-tech provider OpenX has unveiled a new video header bidding solution that is now available to all its clients. Built for Prebid technology, the solution provides partners with direct access to the company's premium video exchange within the free and open-source Prebid.org management solution.

The solution aims to help clients access greater scale using the OpenX open exchange and private marketplaces while driving significantly greater yield through increased competition. The addition of Prebid video provides publishers with another option for those seeking to monetise their video inventory through OpenX, and initial beta partners have seen an average revenue increase of 55 per cent through the solution. In addition, some partners have seen CPMs that are over 35 per cent higher than competitors through the solution.

The announcement follows two consecutive quarters of triple digit growth in video at OpenX, with revenues increasing on average by 17 per cent every month. As of Q2 2018, the OpenX video business grew by more than 660 per cent year-on-year in revenue, with the total number of publishers leveraging OpenX for video up 88 per cent.

"At OpenX we pride ourselves on providing an open and well-lit environment for publishers and advertisers, and our approach as a business aligns with the foundation that Prebid was built on," said Roy Firestone, senior director of video product at OpenX. "As the original innovators of header bidding, and a global leader in video solutions, we're excited to deepen our relationship with Prebid, and work to make sure that the focus of the organisation continues to meet the needs of publishers."

In addition to the new solution, OpenX has announced that it has accepted a Prebid board seat and will be chairing the organisation's new Video Task Force, which is focused on making video fully supported across all Prebid projects: Prebid.js, Prebid Mobile and Prebid Server.