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Publishers Clearing House Founded in 1953, Publishers Clearing House (PCH) is a multi-channel, direct marketer of value-based merchandise, magazines and promotional offers, and a leading provider of digital “play and win” entertainment. While PCH has awarded over $227 million in sweepstakes prizes, it also serves up more than 300 million ad impressions monthly across its seven-site network.

In early 2010, after having tried various strategies to monetize its remnant inventory, PCH began using Double-click Ad Exchange, a real-time marketplace to buy and sell display advertising space. “Ad Exchange seemed like a natural fit since it’s integrated into Double-click for Publishers (DFP), which meant minimal effort from an operational perspective, and no serving discrepancies,” says Leggio, PCH’s director of ad operations

Won over by strong controls PCH started cautiously with Ad Exchange, experimenting for more than a year before using it more intensively and strategically. “We really took it slow in the beginning,” says Denise, recalling some of PCH’s initial concerns around brand control and ad quality. “But Ad Exchange is easy to use and allows us a broad range of controls, like blocking competitive or undesirable ads from bidding. It lets us maximize revenue without giving up control of the ads or compromising our brand.” When starting out, PCH monetized up to 15% of its remnant inventory with Ad Exchange. Now, PCH monetizes up to 70% of its remnant inventory via Ad Exchange, and grew its share of revenue by five times in 2011.

Higher yields, better pricing decisions with Dynamic Allocation “One of the biggest benefits of Ad Exchange is Dynamic Allocation with DFP. Ad Exchange will only serve if it can beat the highest-paying ad at that exact time, ensuring optimal revenue,” says Denise. “Knowing Ad Exchange is working behind the scenes to provide us the highest yield at any given time is a great feeling, especially when you are working with numerous technology solutions and limited resources.” PCH has also seen instances in which Ad Exchange bids are higher than direct inventory bids. As a result, Denise and her team can make more informed pricing decisions on direct inventory

A proven solution for PCH PCH may have carefully tested the Ad Exchange waters before diving in, but thanks to a strong mix of technology and service, PCH feels at ease relying on Ad Exchange. “You have to work with a solution that you trust, and I think that’s why we like Ad Exchange,” Denise says. “For PCH, Ad Exchange is the solution of choice because of its robust technology, insights, control and ability to offer the highest yield and inventory fill in a highly competitive market. It’s very easy to use, and we’re able to maintain control as a publisher,” she says. “For DFP publishers, it’s the most operationally efficient product, requiring little effort but yielding big results.”

A proven solution for PCH. PCH may have carefully tested the Ad Exchange waters before diving in, but thanks to a strong mix of technology and service, PCH feels at ease relying on Ad Exchange. “You have to work with a solution that you trust, and I think that’s why we like Ad Exchange,” Denise says. “For PCH, Ad Exchange is the solution of choice because of its robust technology, insights, control and ability to offer the highest yield and inventory fill in a highly competitive market. It’s very easy to use, and we’re able to maintain control as a publisher,” she says. “For DFP publishers, it’s the most operationally efficient product, requiring little effort but yielding big results.”