Valnet increases global revenue by 30% with three powerful integrated solutions

BUSINESS OBJECTIVE 

Increasing revenue by scaling identity and monetization strategies 

Valnet is a leading global digital media publisher with a portfolio of over 27 brands spanning entertainment, gaming, technology, sports, automotive, lifestyle, and travel. Its properties — including ScreenRant, GameRant, and GiveMeSport — collectively deliver over 5.5 billion monthly ad impressions. 

Already recognized as one of the world’s most sophisticated digital publishers, Valnet sought to grow its programmatic business. Specifically, the publisher wanted to drive incremental revenue by scaling its identity and monetization strategies globally. 

To achieve these goals, Valnet turned to The Trade Desk’s suite of publisher solutions. With OpenPass and Unified ID 2.0 (UID2), it saw the potential to increase its authenticated website users and enhance audience-based strategies. With OpenPath, the publisher could connect its inventory more directly to increasing advertiser demand. 

SOLUTION 

Bringing authentication, identity, and demand together to unlock growth 

By combining OpenPass, UID2, and OpenPath, Valnet created an end-to-end solution for authentication, identity, and direct access to advertiser demand. 

OpenPass provided a white-labeled, passwordless login experience across Valnet’s portfolio. This helped to lower bounce rates, which improved user experience and increased the volume of authenticated visits, making its inventory more appealing to audience-focused advertisers. Unlike social logins tied to walled garden platforms, OpenPass allowed Valnet to build direct relationships with its audiences and retain full ownership of its first-party data. 

With UID2, Valnet converted the email addresses it collected using OpenPass into pseudonymized IDs for targeted advertising. This helped improve the audience match rates and addressability of the already more attractive inventory, increasing the value to advertisers. 

Using OpenPath, Valnet established a more direct connection between its inventory and advertisers, creating a more efficient path to monetization of the more desirable, addressable inventory and authenticated audience. 

The three solutions worked in concert to improve the addressability and value of Valnet’s audiences, improve inventory demand, and ultimately drive programmatic revenue. 

RESULTS 

Driving global programmatic revenue growth across channels 

Together, the solutions delivered: 

• A twofold increase in UID2 coverage*, with 35% of total ad spend being UID2-enabled 

• A 30% increase in global programmatic revenue across display and video channels post-OpenPath integration 

*YoY 1/1/24 – 5/20/24 vs. 1/1/25 – 5/20/25 

Today, OpenPath has become Valnet’s No. 1 supply path, as measured by our platform spend. By integrating these three solutions, it increased revenue and established a sustainable, privacy-conscious programmatic strategy for the future. 

Discover how OpenPath, UID2, and OpenPass can help you, as a publisher, drive demand and programmatic revenue. Contact us or reach out to your inventory lead at The Trade Desk today.