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Best Practices: The Move to First-Price Auctions: An Overview

Posted by Remi Quilliet on Oct 12, 2017 8:00:00 AM

 A First Price Auction Overview
(Part 1 of a 3 part series on Best Practices for First Price Auctions) 

A few words up front. The move to a first price auction is controversial. In many cases, it has not even been up to the publishers. We have anecdotal evidence from some of our publisher clients that some of them literally woke up to have discovered that they were now using a first-price auction without their permission or knowledge (needless to say their demand partners didn’t know either and were asking questions quickly!). The above is a scenario we’d like to see avoided, as it could be very harmful to the long-term health of your demand partner ecosystem. This type of change, managed improperly, could destroy the trust of your buyers.

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Topics: Yield Management, Pricing programmatic inventory, data driven programmatic selling, programmatic yield, demand management, first price auction

Holistic Yield Management, Part 5: Unification of Data Operations

Posted by Jeff Bernard on Oct 10, 2017 8:00:00 AM

 
(Part 5 of a 5 part series on Holistic Yield Management) Introduction to Holistic Yield Management

The last post in the holistic management series is about your data.

Being able to collect, organize and leverage all the data that relates to your advertising business is critical to success in holistic yield management. As explained above, holistic yield management is about managing incremental revenue and opportunity costs across the advertising stack, sales channels and sales processes. While it requires the proper organisation, skills, and culture -- the effort is useless if not properly fed by data. Your data is what your team, sales / operations / yield managers, will rely on to make informed choices, monitor the activity and measure the overall effect of all “localized” actions.

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Topics: Yield Management, Pricing programmatic inventory, data driven programmatic selling, holistic yield management, programmatic yield, demand management, data operations

Holistic Yield Management, Part 4: Unification of Demand Management

Posted by Jeff Bernard on Oct 5, 2017 8:00:00 AM

 

(Part 4 of a 5 part series on Holistic Yield Management) Introduction to Holistic Yield Management

Demand management has become more complex with programmatic… and is still a very powerful activity to generate revenue. We have so many examples of companies doing a fantastic job of managing their impressions and stack but still under delivering vs. others that “play it right” with buyers.

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Topics: Yield Management, Pricing programmatic inventory, data driven programmatic selling, holistic yield management, programmatic yield, demand management

Holistic Yield Management, Part 3: Unification of Sales Channels

Posted by Jeff Bernard on Oct 3, 2017 8:00:00 AM

 

(Part 3 of a 5 part series on Holistic Yield Management) Introduction to Holistic Yield Management

There are multiple sales channels that you can rely on today: programmatic open auctions, PMPs - some of these powered by your 1st party data with multiple flavors of Public, Private or Preferred, programmatic guaranteed, direct guaranteed, sponsorships and so on.

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Topics: Yield Management, Pricing programmatic inventory, data driven programmatic selling, holistic yield management, programmatic yield

Holistic Yield Management, Part 2: Unification of Impression Mechanics

Posted by Jeff Bernard on Sep 28, 2017 9:00:00 AM

 

(Part 2 of a 5 part series on Holistic Yield Management) Introduction to Holistic Yield Management Article

Unification of impression mechanics

On the programmatic side, implementing a stack that combines all available demand for each single impression and puts that demand into competition will create optimal revenue. Needless to say, the topic du jour, header bidding, is a great example of how to increase demand competition.

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Topics: Yield Management, Pricing programmatic inventory, data driven programmatic selling, holistic yield management, programmatic yield

Holistic Yield Management: An Overview, Definition, and Strategies

Posted by Jeff Bernard on Sep 26, 2017 9:00:00 AM


(Part 1 of a 5 part series on Holistic Yield Management)

An Overview of Holistic Yield Management

Programmatic ad yield management can be defined as the process of improving revenue through the implementation of strategic pricing and inventory controls. Most Publishers are now accustomed in some form to this process, especially in programmatic channels.

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Topics: Yield Management, Pricing programmatic inventory, data driven programmatic selling, holistic yield management, programmatic yield

Programmatic Inventory Channel Allocation: Part 1: General Channel Overview

Posted by Jennifer Derke on Feb 1, 2016 10:58:29 AM
(This is Chapter 12 of the Adomik Programmatic Yield Management Handbook)

When thinking through programmatic inventory channel allocation, first understand the channels you'll use to serve your buyers

Let’s imagine you at a big dinner and there is an abundance of delicious homemade food on the table in front of you. You’ll want to maximize area on your plate to feed yourself. How will you determine the best foods to put on your plate so that you will be optimally satisfied at the end of the meal?

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Topics: programmatic channel allocation, programmatic yield

If you are a programmatic seller looking to:

  • have a unified understanding of your stack
  • increase your revenue by up to 30%+
  • better leverage private marketplaces
  • maximize your header bidding channel

Reach out to us, we can help. Click below to get in touch. We look forward to hearing from you.

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