Case Study: OpenX achieves 24% more matched users and 16% more high-value users with MediaMath's TerminalOne

Access to High-Value Users

MediaMath and OpenX partnered to test whether header bidding — a publisher-side integration that auctions impressions before the ad server call — actually increases buyer reach versus standard exchange tags. The challenge was to determine if header bidding could expose buyers to unique and “high-value” users they couldn’t efficiently reach through tag-based integrations.

Using OpenX’s header bidding solution and MediaMath’s TerminalOne on a 900M ad-request sample, the test found strong incremental reach: OpenX Bidder delivered 24% more matched users and 16% more high-value users than tag-based alone, and yielded one new known user for every 24 opportunities. The result: advertisers gain measurable additional reach (including inventory often sold direct) by buying header-bidding-enabled publishers via TerminalOne.

OpenX