Rubicon Project: Yield Management Done Right: Why the ‘Highest Bid Wins’ Strategy Won’t Raise Your Revenue

Would you serve a $15 direct-sold campaign to a user that is worth $10 to open or private marketplace buyers? The conventional answer would be “yes.” What most publishers don’t know is that awarding each impression to the highest bidder, without considering scarcity, does not maximize their overall revenue. In this session, Rubicon Project’s Chief Scientist, Neal Richter, and VP of Product Management, Jordan Mitchell, will teach you how to maximize revenue across all your sales channels, instead of leaving money on the table.