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3 Reasons Why Automated Floor Price Optimization Drives More Revenue in Header Bidding Set Ups, Part 1

Why publishers using header bidding setups should continue to leverage floor price optimization to avoid “leaving money on the table”

Most publishers face a persistent question after implementing header bidding:

“Do I still need to optimize price floors If I have a good header bidding setup in place?”

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Best Practices: The Move to First-Price Auctions: Part 5, Monitoring

Monitoring best practices for publishers choosing to migrate to a first price auction

(Part 5 of a 5 part series on Best Practices for First Price Auctions)

 

In a first-price environment, transparency is CRITICAL.

Our position is that even if pricing issues will be present, increased transparency with buyers will be key to make sure that both parties are reaching their KPIs and making the transition collaboratively. We recommend you use analytics tools that can easily deliver regular, intuitive internal and external reports.

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Best Practices: The Move to First-Price Auctions: Part 4, PMPs

Private Marketplace (PMP) best practices for publishers choosing to migrate to a first price auction

(Part 4 of a 5 part series on Best Practices for First Price Auctions

On to PMPs…

We will look at the best practices for private deals in a first price world from both existing business and new business perspectives. Continue reading “Best Practices: The Move to First-Price Auctions: Part 4, PMPs”

Best Practices: The Move to First-Price Auctions: Part 3, Open Auction Floor Management

Yield management best practices for publishers choosing to migrate to a first price auction
(Part 3 of a 5 part series on Best Practices for First Price Auctions

Open auction floor management

First, let’s level set on what open auction floor optimization is in a first-price world. In a first-price auction:

  • The concept of bid reduction does not exist anymore
  • Floors theoretically only impact fill rate

The illustration below shows the difference between an auction pay-off in a second-price auction model and in a first-price auction model. In a first-price auction model, the clearing price is either the winning bid value if your floor is lower, or 0 if your floor is higher.
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Best Practices: The Move to First-Price Auctions: Part 2, Demand Management

Demand management best practices for publishers choosing to migrate to a first price auction
(Part 2 of a 5 part series on Best Practices for First Price Auctions

 

Pre-migration communication

In any significant change to commerce mechanisms, there needs to be a specific work to communicate with buyers to insure they are both aware of the changes and are capable of accommodating the change. In most cases, we recommend working with each buyer to make this move completely transparent.

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

 A First Price Auction Overview
(Part 1 of a 5 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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Holistic Yield Management, Part 5: Unification of Data Operations


(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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Holistic Yield Management, Part 4: Unification of Demand Management

 

(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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Holistic Yield Management, Part 3: Unification of Sales Channels

 

(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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Adomik Awarded the National French Tech Pass for the Third Consecutive Year

The “Pass French Tech”, the French national program dedicated to fast growing digital start-ups, announces 2016 – 2017 winning companies

Adomik is pleased to announce that we are now a three-time recipient of The Pass French Tech. The Pass is a national support program launched in 2014 for the fastest growing companies in the French tech ecosystem. The 2016-2017 Pass French Tech edition brings together the leading startups, from 3 industries: Digital, Industrial, and Health.

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