Auction mechanisms used by many supply-side platforms (SSPs) are changing. Recently, SSPs have been pushing first price auctions on publishers so that the SSP bid on the inventory can be more competitive against other header bidders and, ultimately, Google ADXs bid in the final auction.

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.

Most publishers assume that once they implement header demand that optimizing floor prices is not necessary. Our research and experience with our publisher clients shows that when properly implemented, floor price optimization can have a meaningful impact on revenue. Below you will find relevant articles on the subject.