We are happy to announce that Overwolf has integrated oRTB (Open Real Time Bidding), a standardized real-time bidding protocol designed to facilitate instantaneous communication between buyers and sellers.
What is oRTB
Created in oRTB in 2010, oRTB emerged before programmatic ads became the widespread success it is today. oRTB helps advertisers quickly bid on ad spaces available across various publishers, enabling ads to be delivered in real-time based on specific criteria.
Why is this important?
According to insights from Sincera, many publishers now primarily use platforms like Google, Prebid, and Amazon, which simplify the advertising process by building upon the core functionalities of oRTB. However, a significant number of buyers and DSPs (Demand Side Platforms) worldwide still rely heavily on oRTB.
Overwolf’s research showed that oRTB remains particularly valuable among DSPs in Asia and Latin America. By neglecting this channel, publishers potentially miss out on substantial advertising revenue. Recognizing this potential, we have put our effort into making oRTB available for our apps for display activities.
The Result
Since introducing oRTB, Overwolf has seen immediate financial benefits:
- Display ad revenue per active user increased by 6% between April and May.
- Several Supply Side Platforms (SSPs) increased their spend with Overwolf
- One SSP recorded a monthly spend increase of 33%
These results demonstrate how integrating oRTB is driving overall competition between SSPs, increasing their ad spend and boosting developer earnings on Overwolf.
About Overwolf
Overwolf is a world-leading gaming platform empowering brands and advertisers to reach over 100 million monthly gamers across hundreds of the world’s biggest titles and premium gaming websites.
Ranked by Comscore as #2 Gaming Property and Digiday’s Best Gaming Ad Tech Platform 2024, Overwolf is trusted by global brands and agencies such as Universal Pictures, P&G, Dr Pepper, AMD, Monster Energy, Nissan, KFC, WPP, Dentsu, Havas, The Trade Desk and more.
For more information on Overwolf, visit www.overwolf.com/ads.