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Decoder

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What Is the Waterfall?

You may hear a lot these days (particularly on a header-cheerleading site like this one) about the ad-server waterfall being vanquished like some fairy-tale villain. Well, it’s not entirely gone, and similar to many foes in children’s stories, it wasn’t always such a bad thing—it was simply exploited. In the…

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What Is Yield Management?

Yield management is a slippery topic to explain, and even more complicated in practice. Rather than explain how it works, it’s probably more helpful to explain what it does. Well… what it’s supposed to do, in theory. First, the problem that yield management aims to solve for publishers: The total…

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