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Freestar sees 3x higher inventory fill-rate by integrating OpenPath

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Key results

x
higher inventory fill-rate
%
increase in revenue across programmatic web display and online video

BUSINESS OBJECTIVE 

Efficiently matching inventory supply with buyer demand 

Advertising technology company Freestar helps publishers maximize their ad revenue through programmatic advertising solutions. It works with more than 500+ websites, delivering 30 billion ads monthly and reaching more than 70% of U.S. internet users.

With so many properties, efficiently matching supply with demand to maximize fill-rates and yield is a big challenge. Freestar was looking for an innovative way to more directly match buyers to relevant ad slots and reduce unfilled inventory for its publishers. 

Having worked with The Trade Desk for many years, Freestar reached out to us for a solution. In particular, the company was eager to test OpenPath to determine if it could help provide better value and transparency for publishers and buyers. 

SOLUTION 

Improving inventory value with OpenPath

Using the OpenPath integration on our demand-side platform (DSP), Freestar was one of the first companies to leverage the simplified, direct connection between buyers and sellers. 

Specifically, integrating OpenPath enabled Freestar to set up deals between advertisers and publishers more efficiently and unlock greater insight into how advertisers valued publishers’ inventory by observing demand patterns across price and volume. The integration also empowered Freestar to advise its publishers on improving inventory quality and data signals to increase yield — moves that also increase revenue. 

RESULTS 

Increasing fill-rates and programmatic revenue 

Freestar’s strategy proved highly successful. After implementing OpenPath, the company saw a 3x higher inventory fill-rate and a 27% increase in programmatic revenue for web display and online video inventory. 

Freestar plans to continue using OpenPath to drive a more efficient supply path model for connecting buyers with publishers. 

“Our partnership with The Trade Desk through OpenPath has been pivotal in driving Freestar’s growth and creating incremental value for our publishers by facilitating a more streamlined and direct connection to buyers. This integration not only helps increase efficiency and profitability for buyers and publishers, it also aligns with our strategic initiatives to deepen collaboration with The Trade Desk for continued growth. Together, we’re ensuring the accessibility and addressability of inventory in a privacy-conscious manner.”

Shaina Lam, Vice President of Demand Partnerships at Freestar

Discover how integrating OpenPath can help you, as a publisher, more directly connect demand with supply. Contact us or reach out to your inventory partner at The Trade Desk today.

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