Category: Videos

Three Ways Publishers Go Programmatic — And Why the Choice Matters More Than the Tech Most publishers don’t struggle with programmatic advertising because of bad technology. They struggle because they never made a clear decision about what programmatic is for. When teams talk about “going programmatic,” the conversation usually jumps straight to tactics: SSP selection, […]

The Predictable Growth Stages of Retail Media Networks Retail and commerce media networks rarely fail because demand disappears.More often, they stall because they’re built for one stage of growth, and the business evolves faster than the organization does. Over the years, I’ve seen this same pattern repeat—first with traditional publishers, and now very clearly with […]

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 […]