Hearst Newspapers drives 4x higher fill-rate with OpenPath

BUSINESS OBJECTIVE 

Improving inventory fill-rates in a competitive publisher ecosystem 

Hearst Newspapers is one of the U.S.’s most storied publishers, with a portfolio of over 70 newspapers and online news platforms, including SFGATE and Houston Chronicle. Known for leveraging multimedia content and analytics to enhance audience experience, the company offers advertisers the opportunity to reach highly engaged audiences on the open internet. 

However, the media landscape is ever-changing, and publishers’ traffic is under pressure due to increased competition for video advertising dollars. 

SOLUTION AND RESULTS 

Integrating OpenPath to help increase bid rates and drive programmatic revenue 

A long-standing partner of The Trade Desk, Hearst Newspapers was enthusiastic to test OpenPath to see how effective it could be at improving inventory fill-rates. 

By offering a more simplified, direct connection between publishers and advertisers that use our demand-side platform, OpenPath helps maximize efficiencies and value. It reduces the number of intermediaries in the real-time bidding process, allowing advertisers to lock in bids more quickly while also offering better visibility into the value of each impression. 

For Hearst Newspapers, this provided more advertisers with clear and transparent access to its online video inventory, effectively helping to increase demand. As a result, the publisher achieved 4x lift in inventory fill-rate, and in turn increased programmatic online video revenue by 23%. 

Integrating OpenPath has helped improve Hearst Newspapers’ overall inventory competitiveness in an overpopulated publisher environment. It plans to build on the success already achieved by using its greater visibility into bid data to make even more informed supply decisions. 

Discover how you as a publisher can improve inventory fill-rates and drive programmatic revenue growth. Contact us to learn how to integrate OpenPath today.