How FUNKE grew programmatic display revenue by 2x with OpenPath

BUSINESS OBJECTIVE 

Simplifying supply chain complexity 

FUNKE Media Group is one of Germany’s largest newspaper and magazine publishers, with more than 500 publications and websites across Europe. With such a large portfolio of premium content, the publisher was keen to find new, more efficient ways to tap into advertiser demand.

Like many media companies, FUNKE has long contended with a complicated supply chain crowded with intermediaries. As a result, it was eager to test innovations to help simplify the supply path to increase the value of its inventory and drive revenue growth. 

SOLUTION 

Connecting more directly and transparently to advertiser demand 

Partnering with The Trade Desk, FUNKE became one of the first German publishers to implement OpenPath, testing the effectiveness of connecting more directly and transparently with demand. With fewer intermediaries between buyers on our platform and FUNKE, advertisers had a clearer view of the publisher’s available audiences and inventory, which helped to drive higher bid volume. 

While the company initially launched the integration with its display and video inventory, it later added its connected TV (CTV) inventory, further enhancing efficiency. 

RESULTS 

Driving programmatic revenue growth and higher fill-rates

The results were impressive. With direct access, advertisers placed a higher value on FUNKE’s inventory, and the increased demand resulted in a 2x increase in revenue across programmatic display and a 37% higher inventory fill-rate.* The uplift was observed exclusively within the open marketplace. 

*Fill-rate is a percentage that measures the total number of ads delivered divided by the total number of ads requested. 

Are you a publisher looking to connect more directly and transparently with advertiser demand? Discover how OpenPath can help. Contact us or reach out to your account manager at The Trade Desk today.