OpenX vs. X Ads

This is a wonderful product that is well supported and fully backed by OpenX. If you have green staff that require some training to get their foot in the door for basic ad management, this is a great tool. We've never utilized the OpenX ad market so I can't speak to the quality of the ads in that open market, but for in-house ads in complex networks with its targeting tools, this software would be more than suitable to fulfill your needs.

Twitter is well suited for brands seeking to effectively manage and tweak their advertising campaign, while also interacting in real-time with people who stumble on their ads, thus maximizing optimal result. It is also my suggested ad platform for brands who want to target the younger generation, especially millennials and those born in the 1990s.

Incentivized

• When it comes to RTB and spending on the open exchange market, the number one reason why we spend in one exchange over another is simple performance
• When Open X doesn't perform which it tends not to, we have to shut that exchange off. This exchange tends to not perform at a CPA or CPC KPI and tends to not have the safest sites either.
• Because I only use Open X as an exchange which I tap into from a DSP I can't speak to it's other capabilities.

• Ease of use. It's very simple to add new creative to an existing campaign, or to quickly promote a tweet.
• Reporting. I appreciate the dashboard that shows how many organic and paid impressions tweets have received, as well as the resulting engagements.
• Low-lift advertising. The new auto-promote option makes it so I don't have to choose which tweets I want to promote.

Incentivized

• Propagation could be improved; ad units that need to go live immediately could take up to 45 minutes to propagate.
• Over-complexity can be confusing. There are multiple tiers before assigning ad units per order and it seems unnecessary.
• Real-time reporting or a status dashboard would be great.

• Limitation of characters to only 140.
• While the targeting of Twitter is relevant most of the time, it is not always right and there are some ads that are completely unrelated to the search terms entered.
• Not as many users as Facebook.

Incentivized

I would renew use of OpenX as it is a solid ad serving platform that is easy to use, install, and maintain with some great advanced features that give more control to publishers ad ops teams large or small while reducing the costs associated with managing, serving, and delivering ads from third party vendors.

Twitter ads are not the best way for people to promote things because they do not pop out enough on people's feeds.

I was given the system to use as part of setting up a whole new site from scratch in less than 2 months, with a large number of specialty hub pages to run ads on and lots of content I needed to run disease specific ads on. The system was easy for me to learn on the fly in a very compressed time frame. I would have loved more chance to really dig in under the hood to see all that it could do, but given how fast I had to work, I got everything up and running and looking great. And I did it ahead of my launch deadline too. My only reservation might be for people who are not as patient as I am in picking things up, or as hands on. Customer service was great if I needed them, and a quick start guide with the essentials would be ideal for those people.

The tool is ok to use, and ads are becoming more skippable on Twitter, so we are unsure as a company if it's still a good channel for direct response messaging. It does not perform as efficiently as other social platforms for lower funnel marketing. It does well for awareness campaigns that are set and forget, but optimizing for DR is not as efficient when you are trying to manage the ads on the client side.

Incentivized

They went above and beyond without ever asking for additional money and we met our launch date and immediately started to meet and even surpass our business goals. Nothing was too much trouble, which really stood out compared to other companies I had and was at that time also working with. Customer service can really make or break any business; if i expect my staff to give good customer service, I expect to get it too, and Open X gave it.

Double Click, Adbrite before it became sitescout. We chose Open X because it was easy to integrate into the back end of our site and we liked the reports it provided and the ease of use. Double Click is a Google company, and frankly, while they are good at some technology, their products can be clunky failures AND we are not so sure we want to give them so much data about the inner workings of our business and keyword universe

Compared to Facebook Ads or Instagram Ads, Twitter Ads was more expensive. However, when we only look at the conversions rate of Twitter Ads, it always had way higher numbers, mainly because it is conversation driven and allows for the customer to speak directly to you as a business owner in a 2 way conversation.

Incentivized

• OpenX made it easy to manage online advertising. At the time I used the product I was the lead developer in charge of implementing the solution but quickly was put into the role of managing the traffic and training other users. It was really easy for a technical user to become a traffic manager. Getting other users trained and up to speed was very efficient.

• One Positive Impact has been that having ads running has increased the number of followers we have on Twitter.
• Another positive impact is that due to having more followers, we now have more visits to our site.
• A mixed impact would be that positively, since we have Adwords implemented as well, we can track back the source of our website traffic to being from a social source like Twitter. The negative of it is that Twitter ads does not have the tracking capability and we still need Google Adwords to do so.

Incentivized