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Programmatic ad yield management is the process of improving revenue by implementing strategic pricing and inventory control. Most Publishers use some form of this process, especially in programmatic channels.
However, for publishers the market has been recently hit with a new wave of innovation, and the landscape has become more complex. Header bidding, the emergence of programmatic guaranteed and people-based marketing each contribute to this complexity. While these innovations and resulting complexity have been brought on by publishers to gain control of revenue and make the publisher’s offering more relevant and appealing to advertisers, it also has made life harder on the revenue management front. As a result, the practice of Holistic Yield Management has emerged and is rapidly becoming a critical discipline.