Comments on: For The Large Publisher, Yield Optimization Is Over – It’s Time For The Supply-Side Platform http://www.adexchanger.com/publishers/for-the-large-publisher-yield-optimization-is-over-its-time-for-the-supply-side-platform/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: J | mediageeks http://www.adexchanger.com/publishers/for-the-large-publisher-yield-optimization-is-over-its-time-for-the-supply-side-platform/#comment-4375 J | mediageeks Tue, 12 Jan 2010 04:09:16 +0000 http://www.adexchanger.com/?p=13573#comment-4375 mediageeks has been allowing publishers to do this since 2007 and now allows sites to license the platform (and even the ad cdn) using their own team. Large sites not taking ownership of the technology and processes that optimize their supply are leaving money on the table. Existing yield optimizers will become further commoditized this year and is why very few are sustainable business models. mediageeks has been allowing publishers to do this since 2007 and now allows sites to license the platform (and even the ad cdn) using their own team. Large sites not taking ownership of the technology and processes that optimize their supply are leaving money on the table. Existing yield optimizers will become further commoditized this year and is why very few are sustainable business models.

]]> By: Kara Weber http://www.adexchanger.com/publishers/for-the-large-publisher-yield-optimization-is-over-its-time-for-the-supply-side-platform/#comment-4369 Kara Weber Mon, 11 Jan 2010 23:33:36 +0000 http://www.adexchanger.com/?p=13573#comment-4369 John, thanks for the thoughtful post. You’re dead on, and your message reinforces the reality that the legacy ad server, upon which so many publishers are still largely dependent, has in fact left them underserved. To date, publishers haven’t had the visibility and control over their inventory to effectively monetize - and this reality limits the profit opportunity for their businesses in a new era driven by data, audience and the rapid proliferation of third party sales channels, among other challenges. We've shown that through innovation (pioneering in the areas of ad network optimization, non-guaranteed inventory optimization, publisher brand protection, ad inventory certification and audience packaging/targeting, among others), publishers can be better served. We know there's a huge opportunity beyond yield management optimization. One of the reasons why we’ve raised $42 million in both venture and strategic funding is to continue to innovate, and provide the technology and platform that will build publishers’ business now and into the future. To that point, and based on two years of publisher input, industry feedback and market vision we released REVV for publishers™, the industry’s first robust sell side platform (built on technology that drives not only yield management, but also channel management, data intelligence, and brand protection) to address these exact needs. REVV, released in October, gives “power to the publisher,” providing complete control and visibility in most effectively managing – and profiting from - all sales channels. The release of REVV was the first step in the right direction and we’ve got a ways to go (both as a company and as an industry), but we’re excited to continue to develop and provide the platform that meets all the needs of publishers in today's evolved digital media enviroment. John, thanks for the thoughtful post. You’re dead on, and your message reinforces the reality that the legacy ad server, upon which so many publishers are still largely dependent, has in fact left them underserved. To date, publishers haven’t had the visibility and control over their inventory to effectively monetize - and this reality limits the profit opportunity for their businesses in a new era driven by data, audience and the rapid proliferation of third party sales channels, among other challenges.

We've shown that through innovation (pioneering in the areas of ad network optimization, non-guaranteed inventory optimization, publisher brand protection, ad inventory certification and audience packaging/targeting, among others), publishers can be better served. We know there's a huge opportunity beyond yield management optimization. One of the reasons why we’ve raised $42 million in both venture and strategic funding is to continue to innovate, and provide the technology and platform that will build publishers’ business now and into the future.

To that point, and based on two years of publisher input, industry feedback and market vision we released REVV for publishers™, the industry’s first robust sell side platform (built on technology that drives not only yield management, but also channel management, data intelligence, and brand protection) to address these exact needs. REVV, released in October, gives “power to the publisher,” providing complete control and visibility in most effectively managing – and profiting from - all sales channels. The release of REVV was the first step in the right direction and we’ve got a ways to go (both as a company and as an industry), but we’re excited to continue to develop and provide the platform that meets all the needs of publishers in today's evolved digital media enviroment.

]]> By: jonas http://www.adexchanger.com/publishers/for-the-large-publisher-yield-optimization-is-over-its-time-for-the-supply-side-platform/#comment-4364 jonas Mon, 11 Jan 2010 19:25:34 +0000 http://www.adexchanger.com/?p=13573#comment-4364 We've been managing our ad nets in house for 3 years. This has allowed us to increase CPMs & yeild while controlling the creatives. Problem with most optimizers is that their systems are often inflexible, and require the publisher to give up to much control. I see moves being made in 2010. Can't wait! We've been managing our ad nets in house for 3 years.

This has allowed us to increase CPMs & yeild while controlling the creatives.

Problem with most optimizers is that their systems are often inflexible, and require the publisher to give up to much control. I see moves being made in 2010. Can't wait!

]]> By: John Ebbert http://www.adexchanger.com/publishers/for-the-large-publisher-yield-optimization-is-over-its-time-for-the-supply-side-platform/#comment-4359 John Ebbert Mon, 11 Jan 2010 16:57:33 +0000 http://www.adexchanger.com/?p=13573#comment-4359 Interesting. Thanks, Rob. Interesting. Thanks, Rob.

]]> By: Jason Knapp http://www.adexchanger.com/publishers/for-the-large-publisher-yield-optimization-is-over-its-time-for-the-supply-side-platform/#comment-4358 Jason Knapp Mon, 11 Jan 2010 16:41:38 +0000 http://www.adexchanger.com/?p=13573#comment-4358 YieldEx (analysis) AdMeld, Rubicon, Pubmatic (optimization and sell side RTB) YieldEx (analysis)
AdMeld, Rubicon, Pubmatic (optimization and sell side RTB)

]]> By: Tom Shields http://www.adexchanger.com/publishers/for-the-large-publisher-yield-optimization-is-over-its-time-for-the-supply-side-platform/#comment-4357 Tom Shields Mon, 11 Jan 2010 16:34:44 +0000 http://www.adexchanger.com/?p=13573#comment-4357 Great post, John, you have done an excellent job capturing and crystallizing the idea of an SSP as a counterpart to the DSP. This is timely, too, as many large publishers emerge from the short-term mentality of 2009 and begin to look more long-term at their businesses. Yieldex and others are working hard to make the SSP vision a reality, and give publishers the tools they need to raise their game. Great post, John, you have done an excellent job capturing and crystallizing the idea of an SSP as a counterpart to the DSP. This is timely, too, as many large publishers emerge from the short-term mentality of 2009 and begin to look more long-term at their businesses.

Yieldex and others are working hard to make the SSP vision a reality, and give publishers the tools they need to raise their game.

]]> By: John Ebbert http://www.adexchanger.com/publishers/for-the-large-publisher-yield-optimization-is-over-its-time-for-the-supply-side-platform/#comment-4356 John Ebbert Mon, 11 Jan 2010 12:55:17 +0000 http://www.adexchanger.com/?p=13573#comment-4356 Thanks, Matt. Yes, absolutely. I think many will get in this space - for yield optimizers, they really have to. It would especially interesting to see that some of 2009's DSPs devise separate product lines that would serve both buy and sell. It's a good story for the publisher client (oh these guys know the demand side, so they can definitely help us with yield) and a good story for the DSP/ad network from a valuation/M&A perspective (acquisitive SaaS companies will like, for example.). Thanks, Matt. Yes, absolutely.

I think many will get in this space - for yield optimizers, they really have to. It would especially interesting to see that some of 2009's DSPs devise separate product lines that would serve both buy and sell. It's a good story for the publisher client (oh these guys know the demand side, so they can definitely help us with yield) and a good story for the DSP/ad network from a valuation/M&A perspective (acquisitive SaaS companies will like, for example.).

]]> By: Matt Greitzer http://www.adexchanger.com/publishers/for-the-large-publisher-yield-optimization-is-over-its-time-for-the-supply-side-platform/#comment-4355 Matt Greitzer Mon, 11 Jan 2010 11:51:31 +0000 http://www.adexchanger.com/?p=13573#comment-4355 John, Great piece, I totally agree. Don't you think the yield optimization firms and/or ad networks with decent tech assets will get into this space (migrate service to technology)? John,

Great piece, I totally agree. Don't you think the yield optimization firms and/or ad networks with decent tech assets will get into this space (migrate service to technology)?

]]> By: Rob Leathern http://www.adexchanger.com/publishers/for-the-large-publisher-yield-optimization-is-over-its-time-for-the-supply-side-platform/#comment-4353 Rob Leathern Mon, 11 Jan 2010 06:03:02 +0000 http://www.adexchanger.com/?p=13573#comment-4353 John - great post! I think you've captured many of the salient points evolving in the market (and needing to evolve... but not there yet) and the ad technology stack. Right now both on the demand and the supply side there is a lot of value to be added by companies who can help buyers and sellers manage their participation in the many limited public and quasi-private markets. The development of exchanges as opposed to markets is something I found some useful historical context on recently: http://zeronomy.com/wall-street/the-difference-between-a-market-and-an-exchange John - great post! I think you've captured many of the salient points evolving in the market (and needing to evolve... but not there yet) and the ad technology stack.

Right now both on the demand and the supply side there is a lot of value to be added by companies who can help buyers and sellers manage their participation in the many limited public and quasi-private markets.

The development of exchanges as opposed to markets is something I found some useful historical context on recently: http://zeronomy.com/wall-street/the-difference-between-a-market-and-an-exchange

]]> By: David Soloff http://www.adexchanger.com/publishers/for-the-large-publisher-yield-optimization-is-over-its-time-for-the-supply-side-platform/#comment-4351 David Soloff Mon, 11 Jan 2010 02:31:05 +0000 http://www.adexchanger.com/?p=13573#comment-4351 Nice post, John. Full agreement from the team here at Metamarkets. Metamarkets is hard at work on the supply-side. We are a real-time supply-side electronic media price discovery and predictive analytics platform. Since November we've been in alpha with five data contributors, including two of the world's largest real-time exchange platforms, delivering dynamic pricing data, proprietary price and volume aggregations, and comprehensive analytic media market views to sell/supply-side media principals. Metamarkets is currently aggregating 51 billion monthly transactions across 200 countries and all ad formats, delivering price discovery and dynamic market benchmarks to what has been a very opaque market. At the end of the day, as with the equity, commodity and all other electronic markets, the critical element that drives good inventory decisioning and that will ultimately enable market liquidity and maturation is a neutral and reliable market data service to aggregate, generate and syndicate the price data signal. The market(s) for electronic media, despite all the financial markets rhetoric being applied, is hardly a market. Indeed, every transaction seemingly forms its own market, and thus there are effectively billions and billions of markets out there. Metamarkets is aggregating terabytes of data in order to provision the electronic media market's first neutral, scalable, reliable family of price, volume and performance data signals. Our price discovery data product is in alpha with our pilot data contributors and will be available in early 2Q10 to all supply-side principals, be they publishers, exchanges or pub-side optimizers. -- David Soloff : Metamarkets 350 Townsend #270 : SF 94107 415-235-9560 Nice post, John. Full agreement from the team here at Metamarkets.

Metamarkets is hard at work on the supply-side. We are a real-time supply-side electronic media price discovery and predictive analytics platform. Since November we've been in alpha with five data contributors, including two of the world's largest real-time exchange platforms, delivering dynamic pricing data, proprietary price and volume aggregations, and comprehensive analytic media market views to sell/supply-side media principals. Metamarkets is currently aggregating 51 billion monthly transactions across 200 countries and all ad formats, delivering price discovery and dynamic market benchmarks to what has been a very opaque market.

At the end of the day, as with the equity, commodity and all other electronic markets, the critical element that drives good inventory decisioning and that will ultimately enable market liquidity and maturation is a neutral and reliable market data service to aggregate, generate and syndicate the price data signal. The market(s) for electronic media, despite all the financial markets rhetoric being applied, is hardly a market. Indeed, every transaction seemingly forms its own market, and thus there are effectively billions and billions of markets out there. Metamarkets is aggregating terabytes of data in order to provision the electronic media market's first neutral, scalable, reliable family of price, volume and performance data signals. Our price discovery data product is in alpha with our pilot data contributors and will be available in early 2Q10 to all supply-side principals, be they publishers, exchanges or pub-side optimizers.

--
David Soloff : Metamarkets
350 Townsend #270 : SF 94107
415-235-9560

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