Case Study

Open Bidding Direct Pay delivers 270%+ revenue uplift for Kicker

The challenge

Supply path optimization (SPO) pushes buyers towards seller inventory that is labeled as "direct," meeting IAB sellers.json requirements. In standard Open Bidding, Google facilitates the commercial flow between Magnite (SSP) and Kicker (Publisher), which some buyers perceive as an extra intermediary step versus direct supply paths.

The approach

Open Bidding Direct Pay allows Magnite to pay Kicker / Quarter Media directly, with Google providing technical auction enablement without any retagging. This streamlines the commercial supply chain, remains transparent, and aligns with buyers' SPO expectations–ultimately unlocking incremental demand via Magnite.

The results

+270%

Revenue YoY

Reported by Quarter Media
+130%

eCPM YoY

Reported by Quarter Media
30

Net new advertisers

enabled via more directbuying pathReported by Magnite

Open Bidding Direct Pay made our setup commercially more direct—direct settlement with Magnite, with Google as the technical enabler. It’s a clear step toward more transparency and efficiency.

Tibor Gaddum, Managing Director, Quarter Media

QUARTER MEDIA - an Olympia Verlag company - one of the largest sales houses in Germany.

Working in sync with Google's Open Bidding technology, we have been able to create new opportunities for buyers and publishers on supply through their platform. Quarter Media's results demonstrate how this collaboration drives greater efficiency and stronger revenue performance.

Rutger Maree, Commercial Director, Northern Europe - Magnite

MAGNITE, the world’s largest independent sell-side advertising company.

Publisher results 2026. Individual results may vary. Results Data compare 2024 (Nov/Dec) vs 2025 (Nov/Dec)

Tell us about your business

Congratulations!

Sign Up for Google AdSense

Open Bidding Direct Pay delivers 270%+ revenue uplift for Kicker

Tags

The challenge

The approach

The results

Open Bidding Direct Pay made our setup commercially more direct—direct settlement with Magnite, with Google as the technical enabler. It’s a clear step toward more transparency and efficiency.

Working in sync with Google's Open Bidding technology, we have been able to create new opportunities for buyers and publishers on supply through their platform. Quarter Media's results demonstrate how this collaboration drives greater efficiency and stronger revenue performance.

Open Bidding Direct Pay delivers 270%+ revenue uplift for Kicker

Tags

The challenge

The approach

The results

Open Bidding Direct Pay made our setup commercially more direct—direct settlement with Magnite, with Google as the technical enabler. It’s a clear step toward more transparency and efficiency.

Working in sync with Google's Open Bidding technology, we have been able to create new opportunities for buyers and publishers on supply through their platform. Quarter Media's results demonstrate how this collaboration drives greater efficiency and stronger revenue performance.

You might also like:

{[item.title]}