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…
Read More
We’ve written a bit in 2016 about visual monetization, and how much the marketplace has matured through smarter technology and growing interest and attention from publishers. There are factors we can discern anecdotally, or by looking at the broader digital market and extrapolating. But it’s more valuable to have fresh…
Read More
Match every impression with the channel likely to garner the most revenue – seems like the stuff of operational daydreams, but I’m not going to tell you to snap out of it. Such dynamic inventory allocation is real, oh-so-real, and it’s referred to as holistic yield management. I know that…
Read More
When I last spoke with Craig Leshen, President of OAO, he was helping explain that programmatic isn’t automatic – there’s still a lot of manual work that goes into these new systems. While they have helped to simplify certain functions, in many ways these systems have added to the complexity…
Read More
The promise of private marketplaces is both alluring and straightforward. For brands, there’s the opportunity to reach engaged audiences of premium publishers with the efficiency of programmatic. For those premium publishers, there’s an opportunity to move inventory via programmatic, but at significantly higher CPMs than they can net in the…
Read More
First-party data is oil of the digital media landscape. While all kinds of publishers can claim it, the refinement process, not the drilling, makes the big bucks. Fortunately, technology has improved publishers’ refining abilities, not just in driving revenue from first-party data through on-site advertising as well as selling data to…
Read More
The conversation is inevitable. While the phrasing always varies, it starts along these lines:“We have some extra space in the footer, do you think we could squeeze another 728x90 in there?” or maybe, “Most of our article pages extend beyond 1400 pixels, that means we can fit another 160x600 on…
Read More
It’s hard enough overseeing the ad operations tech stack and processes of one publisher; imagine juggling multiple publishers. But that’s exactly the mission companies like Outsourced Ad Ops (OAO) have taken on – and they have to do it well enough to be profitable and grow as a company. While…
Read More
“We think standards should be dead; standards have held back the industry for years,” says ReactX CEO Chip Meyers. “Thank goodness the leaderboard and skyscraper are finally going to the grave – there’s no money in them; the brands don’t want to use them; and publishers are getting rid of…
Read More
At its San Francisco summit earlier this year, AppNexus used a slide chock full of poker chips to announce the technology platform was going "all in" on mobile. A gambling reference was an interesting choice – in the hazy world of mobile monetization is programmatic (namely RTB-driven) trading a good…
Read More