While online advertising has been giving all other conventional advertising methods a good run and making the most impact, it is also expanding from a technological point of view. Ad servers are web-based tools that advertisers, networks, and publishers make use of to assist ad management, ad trafficking, and campaign management. It also provides detailed reports about the ads served on the website. Of many ad servers, a couple of them are- OpenX, Pubmatic, Appnexus, and Rubicon. OpenX has created an integrated technology platform that has a conglomerated ad server and real-time bidding exchange with a standard supply-side platform that ensures real high time value for any trade. Rubicon is an online advertising technology firm with the mission to automate buying and selling for the global advertising industry. Both of these are competitive and this article is a comparative study of them- OpenX vs Rubicon- evaluating both their pros and cons.
Openx vs Rubicon: Minimum Traffic Requirement
The minimum traffic requirement for OpenX is that of 10 million page views per month indicating that mostly only high volume pages can make use of this particular ad server. Similarly, Rubicon requires 5 million page views per month for anyone to become a publisher. Both their minimum traffic requirements are quite high. This is particularly because the operating fee of running these ad servers are high and since they also come up with an integrated SSP and an ad marketplace, the platform is able to charge a higher price to the publisher since the entire yield management is taken control.
Openx vs Rubicon: Revenue Share Percentage
OpenX has a variety of options of revenue model that one can select from. One of those is where the Publisher earns a specific percent of the revenue, and here, the percentage has to be specified too. Another one is where the Publisher earns a fixed CPM that is guaranteed. The third one is where the Publisher earns a fixed CPM with a 100% fill. However, if a revenue model is not chosen, the default model is publisher revenue spit of 100%. However, Rubicon has not disclosed its revenue share percentage and kept it secured.
Openx vs Rubicon: Ad Quality
Openx’s Ad Quality depends majorly on other networks but it does have many filters to assure good quality ads like- ad quality filters and creative review. Rubicon keeps us with the ad qualities for good and has certain Guidelines to ensure the same. This helps maintain the fairly good ad quality that it has. Publishers have the ability to block certain ad creatives and advertising category should they feel if those needs to be reviewed and blocked.
Openx vs Rubicon: Publisher List
Most of the top publishers around the globe use both Openx and Rubicon. Openx, as a server and yield management tool, is being used by top publishers around the globe. Along with that, they have tools like header bidding wrapper, mobile wrapper, programmatic exchanges and more.
Openx vs Rubicon: Ad Formats
OpenX has a plethora of ad formats that a publisher can select from, which includes- Image Ads, Flash Ads, HTML Ads, Third Party HTML Ads that engage a huge audience, Linear Video Ads, Third Party Linear Video Ads, and Non Linear Video Ads that is supported with visual aids and sounds that creates an impact. Other than that, they also have Mobile HTML Ads, Mobile Image Ads and Native Ads. Rubicon mostly makes use of Mobile Ads that is In Apps and Video Ads, both of which have proved very impactful and has engaged viewers to a large extent.
Openx vs Rubicon: CPM Rates
The CPM rates offered by both Openx and Rubicon are around $1 and above. The slight variation in the rates is major because of the technology that delivers the impressions at premium rates. Since both these ad servers have a higher demand for US traffic, they can be used by any publisher with a good volume of US traffic to increase the overall yield. Although
Openx vs Rubicon: Payments and Earnings Report
OpenX has the minimum payout threshold of $100 and if the publisher has earned less that the given amount, the monthly earning is transferred to next month until the given amount is reached. The options provided to receive the payment includes Bank Wire and Automated Clearing House (ACH).
Openx vs Rubicon: Setup Free
The setup fee or the seat cost for Openx can be anywhere around $10,000 and a CPM based pricing is then evaluated based on the impressions which are transacted. Generally, impressions served from the marketplace are not considered as transacted since Openx already takes a revenue share cut from those impressions.
Openx vs Rubicon: Final Verdict
If you have a high volume of traffic and most of them are from tier 1 countries, then a yield management tool like Openx is essential along with ad serving. Rubicon also has similar capabilities, however, the number of transactions per day seems to be higher on Openx since they have better tie-ups with agencies and trading desks.