How Digital Publishers Make Money from Direct PaymentsDigital publishers use a variety of business models to generate revenue. One of the most important — and often misunderstood — is direct payments, where users pay the publisher directly for access to content, features, or experiences. This model differs fundamentally from advertising-supported approaches and is better suited […]
Category: Digital Yield 101
What Is Price Elasticity in Digital Media?
Price Elasticity in Digital Media: What Publishers Often Get WrongPrice elasticity is a concept that comes up frequently in economics, but it is often misunderstood when applied to digital media. At a high level, price elasticity of demand describes how demand for a product changes in response to changes in price. In the context of […]
Where Should the Yield Management Team Sit in the Organization?
Where Should the Yield Management Team Report?One of the most common organizational questions in digital media is where the yield management function should sit within a company. This is not just an org-chart decision. The reporting structure directly affects incentives, access to information, independence, and ultimately how effective the yield team can be. Before answering […]
Deal Desk 101 – What It Is and Why It’s Critical for Publisher Pricing
What Is a Deal Desk (and Why It Matters More Than You Think)In digital media, a deal desk is often described as the place where pricing exceptions are reviewed. While that is technically true, it dramatically understates its importance. A deal desk is not just about approving discounts or special terms. When designed properly, it […]
DSP Fees in Ad-Tech Explained
Understanding DSP Pricing: Why It’s So Hard to Know What You’re PayingIn most industries, prices are easy to observe. If you want to know the cost of gas or a plane ticket, you can look it up in seconds. In programmatic advertising, that transparency largely disappears — especially when it comes to demand-side platforms (DSPs). […]
What is a Waterfall in Ad Tech?
What Is an Ad Waterfall? In advertising technology, a waterfall describes how ad inventory is prioritized and routed through different demand sources. The term comes from the early days of digital advertising, when most publisher inventory was sold through direct, guaranteed deals. Those deals had first priority in the ad server and were typically priced […]
Rate Cards Explained: The Foundation of Effective Yield Management
What Is a Rate Card and Why Does It Exist?If you are new to the digital media industry, you may hear the term rate card and wonder what it actually means. At its core, a rate card is a pricing document used by digital media sales teams to communicate what advertising products are available and […]
Dynamic Pricing – An abused tactic
Overview If you’d like help applying these concepts to your ad business, feel free to reach out. I advise publishers, app developers, and ad tech companies on yield, pricing, and operations.