NY Post grows programmatic revenue by 97% with OpenPath

Business objective

Unlocking advertiser demand to drive programmatic revenue 

The New York Post has the distinction of being America’s oldest continuously published newspaper. It’s remained relevant to audiences even in the digital age, attracting 80 million unique visitors around the globe per month. 

But like many publishers, it has struggled to grow its programmatic revenue, hampered by a complex ecosystem of intermediaries that don’t always add value. It’s a common conundrum for news sites — with intense competition, fast-moving inventory, and shrinking budgets, they can’t afford to miss out on demand in an inefficient supply chain. 
 

Solutions 

Using OpenPath to directly connect advertisers to premium inventory 

The New York Post and its parent company, News Corp, have a long-standing partnership with The Trade Desk. So when we released OpenPath, it was one of the first journalism outlets to try out its ability to unlock advertiser demand through a more direct connection. 

After integrating its inventory with OpenPath for over a year, NY Post saw substantial success. The innovation boosted transparency, allowing buyers to better understand available ad spots and audiences. As a result, NY Post’s inventory became more valuable to advertisers, drawing higher bids and match rates. Inventory fill-rate increased by 8.6x, in turn boosting revenue across programmatic web display by 97% in just one year. 

Are you a publisher looking to connect more efficiently with advertiser demand? Contact us to learn how to integrate OpenPath today.