Case Study: CarGurus achieves 160% increase in Private Marketplace revenue with OpenX SSP and Bidder

How CarGurus Scaled Their Private Marketplace Deals for a 160% Revenue Increase

CarGurus, a leading online car-shopping marketplace, faced the challenge of balancing its traditional IO business with a rapidly growing programmatic operation. After massive impression growth, the team struggled to optimize yield and fill rates while maintaining ad quality and viewability across US, Canada, and UK sites.

CarGurus implemented OpenX SSP and OpenX Bidder, partnered on Real-Time Guaranteed PMPs, and worked with a dedicated yield team to prioritize PMP deals and increase buyer competition without adding latency. The result was a 160% increase in OpenX-procured PMP revenue (with a 20% CPM lift), a 300% rise in OpenX exchange revenue, and a 70% jump in mobile revenue overnight.

CarGurus

Ben Harman

Director of Advertising Operations