Case Study: VICE unlocks premium video spend and 5X advertiser investment with OpenX Programmatic Guaranteed Deals

VICE Uses OpenX Programmatic Guaranteed Deals to Unlock Premium Video Spend

VICE, the global youth media company and content studio, needed a way to deliver premium video inventory programmatically while maintaining brand safety and direct-deal controls. A top pharmaceutical advertiser couldn’t transact in the open auction due to sensitivity and creative restrictions, so VICE had to find a solution that preserved targeting, guarantees, and KPI requirements.

VICE partnered with OpenX to run a programmatic guaranteed Deal ID with volume guarantees, giving the buyer priority access to quality video inventory and VICE the control and revenue certainty of a direct deal. The campaign met advertiser KPIs, achieved 95%+ match rates, drove high video CPMs with minimal discrepancies, and led the advertiser to spend 5x the original amount and extend the campaign, unlocking a new programmatic revenue stream for VICE.

VICE

Alex Magee

Programmatic & Ad Platforms Manager