Yield optimization is the process by which publishers refine their ad campaigns and selling strategies to increase ad revenue.
Basic yield optimization involves meticulously managing inventory across publisher properties to drive the most money from each available ad impression.
How do publishers achieve yield optimization? By tracking metrics and using data analysis to better understand — and predict — their chain of supply and demand.
Why is yield optimization important?
Yield optimization is important because it helps publishers drive the greatest returns possible from their available ad inventory. Especially now that they have a swath of existing data points and distribution channels at their fingertips, publishers need the right tools to help them track campaign performance and optimize their monetization strategies.
What are yield optimization techniques?
Yield optimization can be quite complicated, requiring advanced technical capabilities. Publishers can use these effective yield optimization techniques to get started:
- Experiment with non-standard ad sizes and formats like native ads to see which ones perform best and drive the most digital advertising revenue.
- Track key metrics like cost-per-thousand impressions (CPM) and click-through rate (CTR) to weed out low-paying ads from demand partners.
- Use a programmatic marketing platform and ad server to gather, analyze, and optimize data in real time.