VIZIO increases programmatic revenue by 39% with OpenPath

Driving programmatic revenue by connecting more directly to advertiser demand

A leading television brand in the U.S., VIZIO boasts over 24 million active devices¹ and over 300 free ad-supported Connected TV (CTV) channels on its WatchFree+ service platform. The company’s vast entertainment ecosystem offers advertisers the opportunity to reach massive audiences with great precision, attracting high advertiser demand.

VIZIO wanted to capitalize on demand, but had to contend with a long-standing publisher challenge: a complicated supply chain crowded with intermediaries. The publisher was eager to simplify complexity and unlock investment by giving advertisers a more direct, transparent way to buy ads programmatically.
 

Attracting increased advertiser investment by implementing OpenPath

Having worked with The Trade Desk on previous programmatic campaigns, VIZIO looked to us once more for a solution. Using the OpenPath integration on our demand-side platform, the publisher created a more direct connection to demand from advertisers. With fewer intermediaries, advertisers have a more transparent view into VIZIO’s available audiences and inventory across CTV.

The strategy delivered impressive results. After implementing OpenPath, VIZIO saw programmatic CTV revenue from our platform surge 39% compared to revenue booked in a prior period as well as an 8x increase in win rates. Advertisers also increased their spending volume and placed more competitive bids.

VIZIO plans to continue improving the value of its inventory with the help of OpenPath and a strong identity strategy, continuing to drive a more efficient model for advertising revenue.
 

Are you a publisher aiming to drive programmatic revenue and directly connect with advertiser demand? Reach out to your account manager at The Trade Desk today to learn how to integrate OpenPath.

¹ Based on opted-in devices that have been active within the past 365 days.