Home Ad Exchange News Google Disses The Yield Optimizers; Liquidity Will Be A Key Differentiator

Google Disses The Yield Optimizers; Liquidity Will Be A Key Differentiator


Optimizing The DissThis morning, Google released information on how publishers maximize revenues using the DoubleClick Ad Exchange as well as other Google products. The post by Neal Mohan, VP of Product Management, on the Google blog includes a one sheeter. View the post here. And, download the one-sheeter here.

There’s not much that’s new here except for an explanation on dynamic allocation. Interesting that the one-sheeter sticks it in the eye of “traditional ‘yield management.’” They put ‘yield management’ in quotes.

Google is clearly positioning DART For Publishers (DFP) as the yield optimization solution of the future as its “dynamic allocation” allows publishers to set minimum floors with exchange buyers when managing between direct sold inventory, ad networks or buyer relationships managed through DFP. So, if you’re a publisher, you get to test the market for your impression, compare it with your other relationships and then sell wherever you want.

In the near term, the one, big, differentiating component of the DFP solution versus other yield optimizers will ultimately be the anticipated liquidity of the DoubleClick Ad Exchange which should tell a story around higher CPMs.

A way around this for yield optimizers could be a new level of data management that offers more insights and moves way beyond just workflow savings. This would appeal to publishers as it could drive larger, more profitable strategic initiatives. Long tail publishers won’t care (they just want high CPMs) but the big guys could – and should. Yield optimizers could do more with managing scarcity, or spot versus futures, too.

Must Read

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.

Seedtag Acquires Beachfront For Deeper Roots In TV And Streaming

Contextual ad platform Seedtag acquires Beachfront, a supply-side platform that specializes in TV and video.