SlideShare a Scribd company logo
1 of 3
Download to read offline
Case Study:AppNexus + Schibsted | Powered by AppNexus | sales@appnexus.com | www.appnexus.com | ©2018 AppNexus Inc. All Rights Reserved.
THE CHALLENGE
Schibsted Norway needed to make its inventory more accessible
to programmatic buyers to maximize yield
Schibsted Norway is a Norwegian media house that owns the nation’s premiere
newspaper, VG, as well as leading regional newspapers such as Aftenposten,
Bergens Tidende, Stavanger Aftenbladet, and Fædrelandsvennen. Schibsted
Norway is the largest media group in Scandanavia and also runs Norway’s leading
marketplace, FINN.no. Each month, Schibsted Norway’s publications deliver quality
news, entertainment and classifieds to over 80% of the Norwegian population.
As the region’s leading digital media firm, Schibsted Norway prides itself on innovation
and its willingness to go above and beyond for its advertising partners. Schibsted
Norway's previous setup siloed inventory across a multitude of technology platforms,
with guaranteed demand going through one ad server, programmatic going through
another, and introducing new formats like native or video requiring still more
platforms.
Alongside the operational challenges associated with managing multiple platforms,
their setup created a disconnect between guaranteed and programmatic platforms,
preventing buyers from accessing the most desirable impressions and limiting yield
across Schibsted’s inventory.
In order to fully realize its programmatic potential, Schibsted Norway needed a
technology partner that could consolidate its advertising business onto a single,
easy-to-access platform. The ideal partner would offer an open solution, and one
that enables programmatic and direct demand to compete on an even playing field.
THE SOLUTION
Schibsted partnered with AppNexus for a unified monetization approach; enables
programmatic demand by activating Open Dynamic Allocation
Schibsted Norway selected the AppNexus Publisher Suite as its state-of-the-art
platform for ad serving and monetization.
AppNexus is an open platform with connections to third-party DSPs all over the
world. This move made the publisher’s impressions readily available to virtually any
qualified buyer who wanted to bid on them.
CASE STUDY
Schibsted Norway Delivers 70% YoY Programmatic Growth After Adopting
AppNexus Publisher Suite
AppNexus+Schibsted
“Rather than asking buyers
to jump through hoops
just to get to us, our new
technology stack makes
it easier than ever for
advertisers to get the
impressions they want.
It’s no surprise that our
partners have responded
to this opportunity by
significantly increasing
their spend.”
Anders Enger
Head of Programmatic
at Schibsted Norway
70%YOY
PROGRAMMATIC
GROWTH
02
Case Study:AppNexus + Schibsted | Powered by AppNexus | sales@appnexus.com | www.appnexus.com | ©2018 AppNexus Inc. All Rights Reserved.
Schibsted Norway’ s advertising partners benefitted further from the shift due to the
AppNexus Ad Server’s Open Dynamic Allocation (ODA) feature. Paired with
restructuring the publisher’s line item priorities, ODA enables programmatic buyers to
access inventory that was previously not available over RTB.
Furthermore, Schibsted partnered with AppNexus’ product team to develop a new
budget pacing algorithm for guaranteed delivery line items. The algorithm, known
as Forecast Shaped Pacing, enables direct campaigns to more evenly distribute
budgets throughout the day, which in turn opens up more inventory to programmatic
demand during peak hours. This algorithm has since been rolled out across the
platform, and Schibsted continues to partner with AppNexus to develop the next
generation pacing algorithm.
“Rather than asking buyers to jump through hoops just to get to us, our new technology
stack makes it easier than ever for advertisers to get the impressions they want,” said
Anders Enger, Schibsted Norway’s Head of Programmatic. “It’s no surprise that our
partners have responded to this opportunity by significantly increasing their spend.”
THE RESULT
AppNexus and Schibsted Norway deliver record programmatic growth
Since partnering with AppNexus, Schibsted Norway has seen its programmatic business
grow 70% year-over-year, hitting daily and monthly programmatic revenue records on a
regular basis. Because publishers in Norway report revenue data to an industry
association, Schibsted has observed that their programmatic growth significantly
exceeds the rest of the market.
“Partnering with AppNexus has been a gamechanger for our advertising business,”
said Per Håkon Fasting, Executive VP of Advertising at Schibsted Norway. “In
addition to opening our inventory to new buyers via the AppNexus Publisher Suite, the
AppNexus monetization team gave us a series of granular strategic insights that
have helped us grow our revenues even further.”
Schibsted Norway continues to diversify their product offerings to hundreds of buyers
through the AppNexus Platform, including the migration of their video business onto
the AppNexus Video Ad Server in the first half of the year, as well as expanding
availability of native ad units through programmatic.
The elimination of several excess technology platforms has also freed up the
Schibsted Norway ad ops team to spend more time on the value-generating strategic
work to grow the firm’s business.
Last but not least, restructuring line item priorities and enabling ODA was particularly
impactful. “We saw an immediate uplift of 10% in revenue the first 14 days after
implementing Open Dynamic Allocation,” said Fasting. Continued improvements to
priorities are planned to ensure programmatic can compete for Schibsted’s most
valuable users.
“Partnering with
AppNexus has been a
gamechanger for our
advertising business.”
“We saw an immediate
uplift of 10% in revenue
the first 14 days after
implementing Open
Dynamic Allocation.”
Per Håkon Fasting
Executive VP of Advertising
at Schibsted Norway
03
Case Study:AppNexus + Schibsted | Powered by AppNexus | sales@appnexus.com | www.appnexus.com | ©2018 AppNexus Inc. All Rights Reserved.
About AppNexus
AppNexus is a global internet technology company. We operate the world’s largest
independent marketplace for digital advertising and powerful enterprise technology
for buyers and sellers of digital ads. Our scaled, real-time decisioning platform enables
publishers to maximize yield and marketers and agencies to harness data and
machine learning to deliver intelligent and customized campaigns.
For more information, follow us at @AppNexus
or visit us at appnexus.com.
About Schibsted
Schibsted Media Group is one of the world’s leading online classified ads businesses,
active in 22 countries around the world and reaching more than 200 million people
worldwide. We are #1 in General Classifieds in 18 countries, including France, Spain,
Sweden and Brazil. We are creating a global marketplace that touches people’s lives
—every day. We are empowering the world’s economy and promoting sustainability
by enabling anyone to sell and everyone to buy. We operate in established markets
in Western Europe, as well as in emerging markets in Eastern Europe, Latin America
and North Africa. Schibsted’s online classifieds business has grown steadily over the
years, and we will continue to grow. Our leading brands and superior traffic positions
allow for increased monetization supported by clear focus on product development.
For more information, visit: www.schibsted.com

More Related Content

What's hot

Evolution of-tv-7-dynamics-transforming-tv articles
Evolution of-tv-7-dynamics-transforming-tv articlesEvolution of-tv-7-dynamics-transforming-tv articles
Evolution of-tv-7-dynamics-transforming-tv articles
Andrew Ornatsky
 
Mo pub case_study_thescore_2013
Mo pub case_study_thescore_2013Mo pub case_study_thescore_2013
Mo pub case_study_thescore_2013
mopubmarketing
 
PubMatic_Quarterly Mobile Index Q4-2015_Jan2016
PubMatic_Quarterly Mobile Index Q4-2015_Jan2016PubMatic_Quarterly Mobile Index Q4-2015_Jan2016
PubMatic_Quarterly Mobile Index Q4-2015_Jan2016
Matt Wolfrom
 
Natcom-Capabilities-9-16
Natcom-Capabilities-9-16Natcom-Capabilities-9-16
Natcom-Capabilities-9-16
Rosa Mosqueira
 
Natcom-Capabilities-9-16
Natcom-Capabilities-9-16Natcom-Capabilities-9-16
Natcom-Capabilities-9-16
Rosa Mosqueira
 
Pub Matic.Ad Price Brief.07.23.09
Pub Matic.Ad Price Brief.07.23.09Pub Matic.Ad Price Brief.07.23.09
Pub Matic.Ad Price Brief.07.23.09
Melih Bayram Dede
 

What's hot (20)

Evolution of-tv-7-dynamics-transforming-tv articles
Evolution of-tv-7-dynamics-transforming-tv articlesEvolution of-tv-7-dynamics-transforming-tv articles
Evolution of-tv-7-dynamics-transforming-tv articles
 
IAB Europe Virtual Programmatic Day H2 2018 Slides
IAB Europe Virtual Programmatic Day H2 2018 SlidesIAB Europe Virtual Programmatic Day H2 2018 Slides
IAB Europe Virtual Programmatic Day H2 2018 Slides
 
Deconstructing the Programmatic Ecosystem
Deconstructing the Programmatic EcosystemDeconstructing the Programmatic Ecosystem
Deconstructing the Programmatic Ecosystem
 
FWCE Cracking the Programmatic Conundrum White Paper
FWCE Cracking the Programmatic Conundrum White PaperFWCE Cracking the Programmatic Conundrum White Paper
FWCE Cracking the Programmatic Conundrum White Paper
 
The Role of Programmatic: From TV to Digital Media - Digiday Programmatic Rom...
The Role of Programmatic: From TV to Digital Media - Digiday Programmatic Rom...The Role of Programmatic: From TV to Digital Media - Digiday Programmatic Rom...
The Role of Programmatic: From TV to Digital Media - Digiday Programmatic Rom...
 
IAB report about the current state of programmatic in Europe (2014)
IAB report about the current state of programmatic in Europe (2014)IAB report about the current state of programmatic in Europe (2014)
IAB report about the current state of programmatic in Europe (2014)
 
Halfbrick case study
Halfbrick case studyHalfbrick case study
Halfbrick case study
 
Mo pub case_study_thescore_2013
Mo pub case_study_thescore_2013Mo pub case_study_thescore_2013
Mo pub case_study_thescore_2013
 
MoPub Success Story: Etermax shows brands have finally embraced apps
MoPub Success Story: Etermax shows brands have finally embraced appsMoPub Success Story: Etermax shows brands have finally embraced apps
MoPub Success Story: Etermax shows brands have finally embraced apps
 
IAB Netherlands - Deloitte Programmatic Advertising 2018 Report
IAB Netherlands - Deloitte Programmatic Advertising 2018 ReportIAB Netherlands - Deloitte Programmatic Advertising 2018 Report
IAB Netherlands - Deloitte Programmatic Advertising 2018 Report
 
TVVIS VIP Survey
TVVIS VIP SurveyTVVIS VIP Survey
TVVIS VIP Survey
 
From the Living Room to the Shopping Cart With Roku
From the Living Room to the Shopping Cart With RokuFrom the Living Room to the Shopping Cart With Roku
From the Living Room to the Shopping Cart With Roku
 
Taking A Sip Of Targeted TV
Taking A Sip Of Targeted TVTaking A Sip Of Targeted TV
Taking A Sip Of Targeted TV
 
PubMatic_Quarterly Mobile Index Q4-2015_Jan2016
PubMatic_Quarterly Mobile Index Q4-2015_Jan2016PubMatic_Quarterly Mobile Index Q4-2015_Jan2016
PubMatic_Quarterly Mobile Index Q4-2015_Jan2016
 
Natcom-Capabilities-9-16
Natcom-Capabilities-9-16Natcom-Capabilities-9-16
Natcom-Capabilities-9-16
 
Natcom-Capabilities-9-16
Natcom-Capabilities-9-16Natcom-Capabilities-9-16
Natcom-Capabilities-9-16
 
Pub Matic.Ad Price Brief.07.23.09
Pub Matic.Ad Price Brief.07.23.09Pub Matic.Ad Price Brief.07.23.09
Pub Matic.Ad Price Brief.07.23.09
 
Amazon OTT Advertising: How to Expand Reach and Target High-Intent Audiences
Amazon OTT Advertising: How to Expand Reach and Target High-Intent AudiencesAmazon OTT Advertising: How to Expand Reach and Target High-Intent Audiences
Amazon OTT Advertising: How to Expand Reach and Target High-Intent Audiences
 
What’s & Why’s of Connected TV Ads!
What’s & Why’s of Connected TV Ads! What’s & Why’s of Connected TV Ads!
What’s & Why’s of Connected TV Ads!
 
Linking Addressable TV To Outcomes
Linking Addressable TV To OutcomesLinking Addressable TV To Outcomes
Linking Addressable TV To Outcomes
 

Similar to AppNexus + Schibsted Case study

Nielsen-Connected-Partner-Program-Pivotstream-Info-Sheet
Nielsen-Connected-Partner-Program-Pivotstream-Info-SheetNielsen-Connected-Partner-Program-Pivotstream-Info-Sheet
Nielsen-Connected-Partner-Program-Pivotstream-Info-Sheet
Tucker Malsch
 
Exponential Informa Case Study
Exponential Informa Case StudyExponential Informa Case Study
Exponential Informa Case Study
Ali Zeeshan
 
Exponential Informa Case Study
Exponential Informa Case StudyExponential Informa Case Study
Exponential Informa Case Study
Ali Zeeshan
 
Seedtag Media Kit 2024 Faaor UAE and KSA
Seedtag Media Kit 2024 Faaor UAE and KSASeedtag Media Kit 2024 Faaor UAE and KSA
Seedtag Media Kit 2024 Faaor UAE and KSA
AdilHussain801079
 
Rakuten Display Services - Overview
Rakuten Display Services - OverviewRakuten Display Services - Overview
Rakuten Display Services - Overview
Ben Abbott
 
Hi media programmatic-southern-european-report_2014
Hi media programmatic-southern-european-report_2014Hi media programmatic-southern-european-report_2014
Hi media programmatic-southern-european-report_2014
HiMedia Group
 

Similar to AppNexus + Schibsted Case study (20)

AppNexus + Axel Springer Case Study
 AppNexus + Axel Springer Case Study AppNexus + Axel Springer Case Study
AppNexus + Axel Springer Case Study
 
Pressemelding om nordisk samarbeid mellom advirtuous as og videology inc dk
Pressemelding om nordisk samarbeid mellom advirtuous as og videology inc dkPressemelding om nordisk samarbeid mellom advirtuous as og videology inc dk
Pressemelding om nordisk samarbeid mellom advirtuous as og videology inc dk
 
AppNexus + Tomorrow TTH Case Study
AppNexus + Tomorrow TTH Case StudyAppNexus + Tomorrow TTH Case Study
AppNexus + Tomorrow TTH Case Study
 
Orange & Synerise case study
Orange & Synerise case studyOrange & Synerise case study
Orange & Synerise case study
 
Nielsen-Connected-Partner-Program-Pivotstream-Info-Sheet
Nielsen-Connected-Partner-Program-Pivotstream-Info-SheetNielsen-Connected-Partner-Program-Pivotstream-Info-Sheet
Nielsen-Connected-Partner-Program-Pivotstream-Info-Sheet
 
Adsmarket Presentation
Adsmarket PresentationAdsmarket Presentation
Adsmarket Presentation
 
Exponential Informa Case Study
Exponential Informa Case StudyExponential Informa Case Study
Exponential Informa Case Study
 
Exponential Informa Case Study
Exponential Informa Case StudyExponential Informa Case Study
Exponential Informa Case Study
 
Grupo monsan presentador_eng
Grupo monsan presentador_engGrupo monsan presentador_eng
Grupo monsan presentador_eng
 
Pub Online
Pub OnlinePub Online
Pub Online
 
Yengage credential
Yengage credentialYengage credential
Yengage credential
 
The Ultimate Guide to Snapchat Advertising
The Ultimate Guide to Snapchat AdvertisingThe Ultimate Guide to Snapchat Advertising
The Ultimate Guide to Snapchat Advertising
 
Seedtag Media Kit 2024 Faaor UAE and KSA
Seedtag Media Kit 2024 Faaor UAE and KSASeedtag Media Kit 2024 Faaor UAE and KSA
Seedtag Media Kit 2024 Faaor UAE and KSA
 
Customer Story: Renault
Customer Story: RenaultCustomer Story: Renault
Customer Story: Renault
 
Rakuten Display Services - Overview
Rakuten Display Services - OverviewRakuten Display Services - Overview
Rakuten Display Services - Overview
 
Apps for media
Apps for mediaApps for media
Apps for media
 
Hi media programmatic-southern-european-report_2014
Hi media programmatic-southern-european-report_2014Hi media programmatic-southern-european-report_2014
Hi media programmatic-southern-european-report_2014
 
Content Marketing Case Study Enough Digital (Presentation).pdf
Content Marketing Case Study  Enough Digital (Presentation).pdfContent Marketing Case Study  Enough Digital (Presentation).pdf
Content Marketing Case Study Enough Digital (Presentation).pdf
 
Wisdom Agency's Credentials 2019
Wisdom Agency's Credentials 2019Wisdom Agency's Credentials 2019
Wisdom Agency's Credentials 2019
 
Progression of Channel Marketing Software
Progression of Channel Marketing SoftwareProgression of Channel Marketing Software
Progression of Channel Marketing Software
 

More from IAB Europe

More from IAB Europe (20)

IAB Europe Membership Brochure 2019
IAB Europe Membership Brochure 2019IAB Europe Membership Brochure 2019
IAB Europe Membership Brochure 2019
 
IAB Spain Digital Ad Spend 2017 Report
IAB Spain Digital Ad Spend 2017 ReportIAB Spain Digital Ad Spend 2017 Report
IAB Spain Digital Ad Spend 2017 Report
 
AppNexus + MiQ Case Study
AppNexus + MiQ Case StudyAppNexus + MiQ Case Study
AppNexus + MiQ Case Study
 
IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Med...
IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Med...IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Med...
IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Med...
 
IAB Europe Webinar Deck: Digital Brand Advertising and Measurement
IAB Europe Webinar Deck: Digital Brand Advertising and MeasurementIAB Europe Webinar Deck: Digital Brand Advertising and Measurement
IAB Europe Webinar Deck: Digital Brand Advertising and Measurement
 
DOOH Presentation by OMD for DOOH and DA Webinar
DOOH Presentation by OMD for DOOH and DA WebinarDOOH Presentation by OMD for DOOH and DA Webinar
DOOH Presentation by OMD for DOOH and DA Webinar
 
IAB Europe GIG: Working Paper on Controller - Processor Criteria (reupload)
 IAB Europe GIG: Working Paper on Controller - Processor Criteria (reupload) IAB Europe GIG: Working Paper on Controller - Processor Criteria (reupload)
IAB Europe GIG: Working Paper on Controller - Processor Criteria (reupload)
 
Interact 2018 - Advertising that works for everyone
Interact 2018 - Advertising that works for everyoneInteract 2018 - Advertising that works for everyone
Interact 2018 - Advertising that works for everyone
 
Interact 2018 - Embracing an ever-changing future for digital advertising
Interact 2018 - Embracing an ever-changing future for digital advertisingInteract 2018 - Embracing an ever-changing future for digital advertising
Interact 2018 - Embracing an ever-changing future for digital advertising
 
Interact 2018 - IAB Europe’s GDPR Transparency & Consent Framework
Interact 2018 - IAB Europe’s GDPR Transparency & Consent FrameworkInteract 2018 - IAB Europe’s GDPR Transparency & Consent Framework
Interact 2018 - IAB Europe’s GDPR Transparency & Consent Framework
 
Interact 2018 - GDPR for digital publishers, digital agencies and advertisers
Interact 2018 -  GDPR for digital publishers, digital agencies and advertisersInteract 2018 -  GDPR for digital publishers, digital agencies and advertisers
Interact 2018 - GDPR for digital publishers, digital agencies and advertisers
 
Interact 2018 - DOOH growth and barriers
Interact 2018 -  DOOH growth and barriersInteract 2018 -  DOOH growth and barriers
Interact 2018 - DOOH growth and barriers
 
Interact 2018 - Creativity & Interactivity: the perfect match to win user’s ...
Interact 2018 -  Creativity & Interactivity: the perfect match to win user’s ...Interact 2018 -  Creativity & Interactivity: the perfect match to win user’s ...
Interact 2018 - Creativity & Interactivity: the perfect match to win user’s ...
 
Interact 2018 - Quo vadis Italy? The concentration of online time spent and t...
Interact 2018 - Quo vadis Italy? The concentration of online time spent and t...Interact 2018 - Quo vadis Italy? The concentration of online time spent and t...
Interact 2018 - Quo vadis Italy? The concentration of online time spent and t...
 
Interact 2018 - What Builds Brand Love
Interact 2018 - What Builds Brand LoveInteract 2018 - What Builds Brand Love
Interact 2018 - What Builds Brand Love
 
IAB Europe Virtual Programmatic Day H1 2018 Presentation
IAB Europe Virtual Programmatic Day H1 2018 PresentationIAB Europe Virtual Programmatic Day H1 2018 Presentation
IAB Europe Virtual Programmatic Day H1 2018 Presentation
 
IAB Europe GIG: Working Paper on Data Subject Requests
IAB Europe GIG: Working Paper on Data Subject RequestsIAB Europe GIG: Working Paper on Data Subject Requests
IAB Europe GIG: Working Paper on Data Subject Requests
 
Interact 2018 - Programme outline - Updated 20 march 2018
Interact 2018 - Programme outline - Updated 20 march 2018Interact 2018 - Programme outline - Updated 20 march 2018
Interact 2018 - Programme outline - Updated 20 march 2018
 
Member report: IAB Poland – Digital Ad Spend report Q3 2017
Member report: IAB Poland – Digital Ad Spend report Q3 2017Member report: IAB Poland – Digital Ad Spend report Q3 2017
Member report: IAB Poland – Digital Ad Spend report Q3 2017
 
Member report: OVK/BVDW - Digital Ad Spend in Germany 2017
Member report: OVK/BVDW -  Digital Ad Spend in Germany 2017Member report: OVK/BVDW -  Digital Ad Spend in Germany 2017
Member report: OVK/BVDW - Digital Ad Spend in Germany 2017
 

Recently uploaded

Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Prof. Marcus Renato de Carvalho
 

Recently uploaded (20)

Beyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingBeyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
 
Mastering Topical Authority for SEO Success
Mastering Topical Authority for SEO SuccessMastering Topical Authority for SEO Success
Mastering Topical Authority for SEO Success
 
How to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing AgencyHow to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing Agency
 
Ultimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdfUltimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdf
 
Building Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfBuilding Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdf
 
SocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundationSocialMedia Marketing Plan for TheSparksFoundation
SocialMedia Marketing Plan for TheSparksFoundation
 
Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.Japanese Sauna Hat Trends - Totonoete Inc.
Japanese Sauna Hat Trends - Totonoete Inc.
 
Taking The Guesswork Out of Your Lead Generation Campaign
Taking The Guesswork Out of Your Lead Generation CampaignTaking The Guesswork Out of Your Lead Generation Campaign
Taking The Guesswork Out of Your Lead Generation Campaign
 
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptSES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's Next
 
Wide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintActionWide Format Resource Guide | PrintAction
Wide Format Resource Guide | PrintAction
 
How to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO ResultsHow to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO Results
 
How Your Platform Can Achieve a 90% Demo-to-Customer CVR
How Your Platform Can Achieve a 90% Demo-to-Customer CVRHow Your Platform Can Achieve a 90% Demo-to-Customer CVR
How Your Platform Can Achieve a 90% Demo-to-Customer CVR
 
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
 
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In ChandigarhMedia Wall Street | Best Branding And Marketing Agency In Chandigarh
Media Wall Street | Best Branding And Marketing Agency In Chandigarh
 
A quick journey across brands, industries and people.
A quick journey across brands, industries and people.A quick journey across brands, industries and people.
A quick journey across brands, industries and people.
 
Social Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdfSocial Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdf
 
Content Segmentation for Organic Visibility
Content Segmentation for Organic VisibilityContent Segmentation for Organic Visibility
Content Segmentation for Organic Visibility
 
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of April 2024-EOLiSurvey (EN).pdf
 
The Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator AdvertisingThe Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator Advertising
 

AppNexus + Schibsted Case study

  • 1. Case Study:AppNexus + Schibsted | Powered by AppNexus | sales@appnexus.com | www.appnexus.com | ©2018 AppNexus Inc. All Rights Reserved. THE CHALLENGE Schibsted Norway needed to make its inventory more accessible to programmatic buyers to maximize yield Schibsted Norway is a Norwegian media house that owns the nation’s premiere newspaper, VG, as well as leading regional newspapers such as Aftenposten, Bergens Tidende, Stavanger Aftenbladet, and Fædrelandsvennen. Schibsted Norway is the largest media group in Scandanavia and also runs Norway’s leading marketplace, FINN.no. Each month, Schibsted Norway’s publications deliver quality news, entertainment and classifieds to over 80% of the Norwegian population. As the region’s leading digital media firm, Schibsted Norway prides itself on innovation and its willingness to go above and beyond for its advertising partners. Schibsted Norway's previous setup siloed inventory across a multitude of technology platforms, with guaranteed demand going through one ad server, programmatic going through another, and introducing new formats like native or video requiring still more platforms. Alongside the operational challenges associated with managing multiple platforms, their setup created a disconnect between guaranteed and programmatic platforms, preventing buyers from accessing the most desirable impressions and limiting yield across Schibsted’s inventory. In order to fully realize its programmatic potential, Schibsted Norway needed a technology partner that could consolidate its advertising business onto a single, easy-to-access platform. The ideal partner would offer an open solution, and one that enables programmatic and direct demand to compete on an even playing field. THE SOLUTION Schibsted partnered with AppNexus for a unified monetization approach; enables programmatic demand by activating Open Dynamic Allocation Schibsted Norway selected the AppNexus Publisher Suite as its state-of-the-art platform for ad serving and monetization. AppNexus is an open platform with connections to third-party DSPs all over the world. This move made the publisher’s impressions readily available to virtually any qualified buyer who wanted to bid on them. CASE STUDY Schibsted Norway Delivers 70% YoY Programmatic Growth After Adopting AppNexus Publisher Suite AppNexus+Schibsted “Rather than asking buyers to jump through hoops just to get to us, our new technology stack makes it easier than ever for advertisers to get the impressions they want. It’s no surprise that our partners have responded to this opportunity by significantly increasing their spend.” Anders Enger Head of Programmatic at Schibsted Norway 70%YOY PROGRAMMATIC GROWTH
  • 2. 02 Case Study:AppNexus + Schibsted | Powered by AppNexus | sales@appnexus.com | www.appnexus.com | ©2018 AppNexus Inc. All Rights Reserved. Schibsted Norway’ s advertising partners benefitted further from the shift due to the AppNexus Ad Server’s Open Dynamic Allocation (ODA) feature. Paired with restructuring the publisher’s line item priorities, ODA enables programmatic buyers to access inventory that was previously not available over RTB. Furthermore, Schibsted partnered with AppNexus’ product team to develop a new budget pacing algorithm for guaranteed delivery line items. The algorithm, known as Forecast Shaped Pacing, enables direct campaigns to more evenly distribute budgets throughout the day, which in turn opens up more inventory to programmatic demand during peak hours. This algorithm has since been rolled out across the platform, and Schibsted continues to partner with AppNexus to develop the next generation pacing algorithm. “Rather than asking buyers to jump through hoops just to get to us, our new technology stack makes it easier than ever for advertisers to get the impressions they want,” said Anders Enger, Schibsted Norway’s Head of Programmatic. “It’s no surprise that our partners have responded to this opportunity by significantly increasing their spend.” THE RESULT AppNexus and Schibsted Norway deliver record programmatic growth Since partnering with AppNexus, Schibsted Norway has seen its programmatic business grow 70% year-over-year, hitting daily and monthly programmatic revenue records on a regular basis. Because publishers in Norway report revenue data to an industry association, Schibsted has observed that their programmatic growth significantly exceeds the rest of the market. “Partnering with AppNexus has been a gamechanger for our advertising business,” said Per Håkon Fasting, Executive VP of Advertising at Schibsted Norway. “In addition to opening our inventory to new buyers via the AppNexus Publisher Suite, the AppNexus monetization team gave us a series of granular strategic insights that have helped us grow our revenues even further.” Schibsted Norway continues to diversify their product offerings to hundreds of buyers through the AppNexus Platform, including the migration of their video business onto the AppNexus Video Ad Server in the first half of the year, as well as expanding availability of native ad units through programmatic. The elimination of several excess technology platforms has also freed up the Schibsted Norway ad ops team to spend more time on the value-generating strategic work to grow the firm’s business. Last but not least, restructuring line item priorities and enabling ODA was particularly impactful. “We saw an immediate uplift of 10% in revenue the first 14 days after implementing Open Dynamic Allocation,” said Fasting. Continued improvements to priorities are planned to ensure programmatic can compete for Schibsted’s most valuable users. “Partnering with AppNexus has been a gamechanger for our advertising business.” “We saw an immediate uplift of 10% in revenue the first 14 days after implementing Open Dynamic Allocation.” Per Håkon Fasting Executive VP of Advertising at Schibsted Norway
  • 3. 03 Case Study:AppNexus + Schibsted | Powered by AppNexus | sales@appnexus.com | www.appnexus.com | ©2018 AppNexus Inc. All Rights Reserved. About AppNexus AppNexus is a global internet technology company. We operate the world’s largest independent marketplace for digital advertising and powerful enterprise technology for buyers and sellers of digital ads. Our scaled, real-time decisioning platform enables publishers to maximize yield and marketers and agencies to harness data and machine learning to deliver intelligent and customized campaigns. For more information, follow us at @AppNexus or visit us at appnexus.com. About Schibsted Schibsted Media Group is one of the world’s leading online classified ads businesses, active in 22 countries around the world and reaching more than 200 million people worldwide. We are #1 in General Classifieds in 18 countries, including France, Spain, Sweden and Brazil. We are creating a global marketplace that touches people’s lives —every day. We are empowering the world’s economy and promoting sustainability by enabling anyone to sell and everyone to buy. We operate in established markets in Western Europe, as well as in emerging markets in Eastern Europe, Latin America and North Africa. Schibsted’s online classifieds business has grown steadily over the years, and we will continue to grow. Our leading brands and superior traffic positions allow for increased monetization supported by clear focus on product development. For more information, visit: www.schibsted.com