Case Study: Underdog Media achieves higher eCPMs and reduced latency with AppNexus

Underdog Media Implements Custom Header Bidding Solution To Eliminate Latency And Maximize Yield

Underdog Media, a media technology company serving more than 500 digital publishers, needed a way to improve effective CPMs and reduce latency caused by an inefficient waterfall adserver setup. The outdated process was selling impressions below market value and creating discrepancies with demand partners, which hurt publisher revenue and client retention. AppNexus helped address this with Prebid.js, an open-source foundation for header bidding.

Using AppNexus’ Prebid.js, Underdog Media built a custom header bidding solution that created a true open auction and let multiple buyers bid simultaneously. The result was faster ad allocation, reduced latency, and fewer discrepancy-based refunds; in the first two months, effective CPMs increased by 51%. AppNexus’ solution also freed up staff time and helped Underdog Media retain and win new clients.

Underdog Media

Mike Tarpey

Chief Operating Officer