Category: Digital Yield 101

Why Starting with Lower Price Floors Can Increase Your Long-Term Yield One of the most common pieces of advice publishers hear is simple and confident: don’t lower your price floors. It’s usually delivered by vendors or platforms claiming to optimize yield on your behalf. The problem is that their definition of “optimal” may not align […]

Stop Updating Your Rate Card on Autopilot If your rate card updates consist of tweaking last quarter’s numbers, you’re almost certainly leaving money on the table—or worse, locking in bad pricing decisions. A rate card is not just a pricing artifact; it’s a reflection of how well you understand your market, your buyers, and your […]

How to Use House Ads Without Quietly Destroying Value House ads are one of the most misunderstood tools in digital media. Almost every publisher, platform, or digital operator uses them, yet many organizations unknowingly burn significant value because of how they’re implemented. The irony is that house ads feel free, but when handled poorly they […]

ROAS, iROAS, MROI, and iCMAM: Why Ad Metrics Can Mislead Your Business Digital advertising is full of acronyms, and few areas are more confusing than performance metrics. ROAS, iROAS, MROI, and iCMAM all sound similar, yet they answer very different questions. Misunderstanding the differences can lead companies to believe their advertising is working when, in […]

What Really Happens When You Add an Extra Ad to a Web Page Publishers sometimes decide to add an additional ad unit to a page that already has advertising on it. On the surface, the logic seems obvious: more ads should mean more revenue. In practice, the outcome is more nuanced. Adding a second ad […]

Why Publishers Rotate Ads on Their Pages (and Why Everyone Else Dislikes It) Publishers often change or “swap” ads on a page while a user is reading content. In the industry, this practice is known as ad rotation. It is widely disliked by advertisers, agencies, and users, yet it remains common across digital publishing. To […]

Why Digital Display Advertising Moved from Second-Price to First-Price Auctions In digital display advertising today, most auctions operate as first-price auctions. This represents a significant shift from earlier market designs and stands in contrast to what we still see in search advertising and in many traditional auction settings. The move has been controversial, with some […]

Yield Management and Revenue Management in Digital MediaThe terms yield management and revenue management are often used in digital media, sometimes loosely and sometimes interchangeably. The underlying ideas came from industries like airlines and hotels, but the digital media version has its own twists. A useful way to think about the topic is to define […]

What Is an Online Ad Product? What Publishers Sell and Advertisers BuyOnline advertising can feel complex because there are many moving parts, but at its core it is about a simple exchange: publishers sell advertising opportunities, and advertisers buy access to users under specific conditions. To understand how this works, it helps to think of […]

How Digital Publishers Make Money from AdvertisingDigital advertising is one of the primary ways publishers monetize content, but it is often discussed in fragmented or confusing ways. Advertising can be analyzed through sales models, advertiser objectives, devices, or buying mechanics. A simpler and more intuitive way to understand how publishers make money from ads is […]