Background
To leverage its reach and more effectively monetize its inventory, Orange launched its programmatic initiatives via the Orange Ad Market ad exchange within the AppNexus platform. To manage yield at this scale, Orange needed deep analytics to comb its daily trading data for insights across the exchange. Orange also sought the ability to make changes to their yield strategies at scale across the network in a timely and reliable manner.
We help them to
To the team at Orange, a successful programmatic strategy had to increase revenue and yield across all inventory while helping build healthier relationships with demand partners.
Challenge
For Buyers
With Adomik, Orange offers buyers better visibility on their bidding patterns to illustrate a full picture of their buying strategy, and can help buyers identify technical issues between their DSP and the exchange (creative specs, misclassification of creatives, latencies).
For Publishers
Adomik-powered publishers can deliver optimal pricing adjustments in real-time for publisher and placement levels to maximize revenue and fill rate. With Adomik’s platform in place, Orange can share with publishers the hidden revenue opportunity behind their blocklists and the bidding behavior of buyers on specific inventory.
“Adomik innovative insights and recommendations have brought an unparalleled level of transparency into the exchange platform. This has enabled the Orange Ad Market to provide best of breed services to their buyers and publishers.”
Emilie Brulebeaux
Head of RTB activities
Orange Advertising
Solution
Orange Ad Market was able to develop healthier relationships with buyers and publishers,
and bring more transparency to the ad exchange.
Increase in revenue
+22% increase in monthly revenue
Demand partner ecosystem
Stronger relationships with their buyers
Increase in fill rate
+25% increase in fill rate
Demand partners
Tremendous increase in spend from the major demand partners
