Ad Yield Management: What is It?<\/figcaption><\/figure>\nOPTIMIZATION OF THE HEADER BIDDER.<\/h4>\n
Each header bidding partner’s numerous settings that are integrated into your header bidding auction will be managed by a yield ops team.<\/p>\n
There are a lot of different settings on each supply-side platform (SSP) that let you control the demand for your auctions from that source. Yield’s essential capability is to deal with the settings across the interest sources that are all partaking in the header offering closeout to drive the most incredibly income eventually.<\/p>\n
If your publisher is large enough, this team will handle your direct relationships with SSPs if you have any. Most independent distributers will basically not have the size and scale for this degree of consideration from SSPs.<\/p>\n
A yield operations team should be in place if you work with an ad management partner or header bidding wrapper to manage these relationships and advocate for your publisher’s best interests.<\/p>\n
Cost of flooring.<\/h4>\n
Individual price floors or custom price floor rules on the header bidding auction are one of the most common settings that yield operations teams change or manage. This practice aims to maximize top-line revenue by managing supply and demand.<\/p>\n
In essence, professionals in yield operations strive to achieve maximum total ad revenue by striking a balance between fill rate and RPM. Metering admittance to your stock (by setting a cost floor) drives up its worth and at last builds RPMs. However, if you reduce the available supply too much, you won’t be able to serve as many ads, so you shouldn’t raise your price floors too much.<\/p>\n
AD UNIT SETTINGS AND PLANS.<\/h4>\n
The item in question is hazy. Is it appropriate for advertising? Does it fit in with teams that manage yield? Sadly, the answer is a combination of the two.<\/p>\n
Your ad revenue is greatly influenced by the placement, number of units on a page, visibility, and refresh frequency of your ads. The yield team will need to be a part of setting the strategy, and they will want to frequently run tests to see which ad unit settings or placements drive the highest RPMs. Traditionally, “ad operations” own the ad unit strategy.<\/p>\n
Your placements of ad units also have an effect on events that occur further up the ad tech chain. Due to ad clutter, SSPs may block you. Your ad units may result in issues that have a significant impact on yield, such as being hit with confirmed click.<\/p>\n
Because your ad units and how users interact with them have a significant impact on yield in the end, yield operations teams will be involved in determining strategies or modifications.<\/p>\n
Quality advertising and locking<\/h4>\n
Ad quality is another item in the “fuzzy” ownership column. Ad quality typically falls under the more general ownership of “ad operations,” just like placements of ad units.<\/p>\n
Notwithstanding, the explanation yield groups are much of the time engaged with the most common way of setting classification and URL blocks to oversee promotion quality is on the grounds that the settings for each are overseen at the individual SSP or automatic interest accomplice level. Yield usually ends up owning the settings for category and URL blocklists as well because they are in charge of keeping those integrations, settings, and relationships up to date.<\/p>\n
Fortunately, there are numerous partners who can assist with this procedure.<\/p>\n
Optimization of the Supply Path<\/h4>\n
Advanced yield teams may also be responsible for managing optimizations throughout the advertising supply chain, in addition to managing the direct header bidding integrations themselves.<\/p>\n
Only very large publishers, header bidding wrapper providers, or ad management providers have yield teams that manage relationships or settings all the way back to the Demand Side Platform (DSP). You must have a size and scale that standalone publishers rarely have in order to have relationships with SSPs that enable visibility further up the ad supply chain.<\/p>\n
Reviewing SSP reports to determine which advertisers or DSPs are bidding on inventory in order to identify potential SSP-level optimizations that can be made to optimize the mix of bidders operating at the demand level are examples of activities that fall under this category.<\/p>\n
The yield team will also determine which buyers have access to inventory at a particular price point and buying channel in addition to optimization. They should be looking for the best strategy for selling as much inventory as possible at the highest possible price.<\/p>\n
Since the promotion tech production network is so complicated, a solitary purchaser can eventually wind up with a wide range of pathways to purchase stock from a solitary distributer. As a result, yield ought to examine the various options for purchasing inventory and attempt to direct requests through the most profitable options.<\/p>\n
For example: If DSP A is able to purchase inventory through Open Bidding, TAM, and your Header Bidding stack, yield will determine the most profitable route for DSP A.<\/p>\n
This is not an easy task in the extremely complex landscape of DSPs, SSPs, Ad Networks, and other advertising technology tools.<\/p>\n
Workflow for Ad Yield Management<\/h4>\n
Despite the complexity of the various activities that ad yield management teams are involved in, they can typically organize their efforts into a fairly consistent workflow:<\/p>\n
Building a strategy and hypotheses<\/h4>\n
The formulation of a hypothesis for a strategy that might lead to an increase in revenue is the first step in any optimization process. This could look like this:<\/p>\n
Assuming I attempt “procedure X” it will build my complete promotion income.<\/p>\n
Strategy X in this instance could be any number of things, including but not limited to:<\/p>\n
Adding a sticky ad unit to this page, changing the position of an ad unit, raising the price floor for Monday nights at 9 p.m. on this ad unit, refreshing an ad unit every 30 seconds, and so on… testing<\/p>\n
The time has come to put a hypothesis to the test. This is where different groups reach out. A member of the yield operations team may require assistance from the advertising operations team or the engineering and development team to carry out their desired test, depending on the hypothesis.<\/p>\n
They will carry out the test for a predetermined amount of time, examine the outcomes, and make inferences and conclusions regarding the settings that should be permanently altered as a result of the experiment.<\/p>\n
The tested settings might move into the new “default” state if the test is successful.<\/p>\n
CONTINUOUS MANAGEMENT AND MONITORING.<\/h4>\n
In addition, yield operations teams are in charge of constantly monitoring yield, which is typically measured in page view RPM, for any dips or drops. You need to be on your toes 24 hours a day, seven days a week because of the complexity of the ad tech ecosystem. These changes can have a negative impact on your yield, so you need to keep an eye out for them.<\/p>\n
The yield operations team is responsible for locating and fixing problems that are causing yield drops. Since yield-related issues can arise at any point along the ad tech supply chain, troubleshooting frequently requires the assistance of other team members. In the end, yield operations is accountable for bringing the problem to light and attempting to pinpoint its source.<\/p>\n","protected":false},"excerpt":{"rendered":"
Ad Yield Management: What is It? 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