Trends Report

Brief: Drive Publishers' Revenue With High-Performance Yield Management

How Smart Publishers Grow Audiences While Maximizing Revenue And User Experience

May 1st, 2015
SB
Susan Bidel
With contributors:
Luca Paderni , Wei-ming Egelman

Summary

In its simplest form, yield management is the process by which a publisher allocates digital inventory to its various selling strategies, partners, and channels to earn the greatest revenue for each sold impression. In reality, however, it's far from being a simple process. The multiplicity of formats, exchanges, and reporting dashboards make it an extremely complex challenge. The variety of ways in which B2C marketers are buying publisher inventory, including programmatic direct or guaranteed, private marketplaces, and open exchanges, and the speed at which publishers make selling decisions exacerbate the challenges publishers face as they strive to earn sufficient revenue to build sustainable businesses. This report will examine the conditions under which publishers manage yield today and will offer best practices for maximizing publisher revenue.

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