Yield Optimizing Advertising Inventory

Mon, May 4, 2009 Posted By:Eric Friedman

I have been using yield optimizers for awhile such as Pubmatic and now YieldBuild, or Google Ad Manager. My primary reason for using them is to understand some of the optimization techniques used by big publishers who have a number of different programs available to them. I use them on my sandbox projects which really do not make a whole lot of money, except for covering their costs – and to get a better understanding of what these systems do and how they behave “in the wild”.

Using these services gives some transparency into how and why a company would choose one service other another and also provide real life info of whether they work or not. There is also usually a big difference between a canned demo and getting things working correctly. (All the services I mentioned above have worked well for me)

So what to look for in choosing an ad optimizer?

1. agnostic support of platforms and ad networks
2. Easy to drop in code and or a built in plugin for your system
3. Great reporting (ability to export and show data many ways)
4. API integration to ad networks so you are not manually entering eCPMs
5. Support for outside ads or selling your own (FYI: many do not do this)
6. Good support
7. Limited points of failure
8. Redundancy – the last thing you want is for your ad server to go down
9. Variable colors and styles (part of #4 the system should rotate color schemes, styles, and fonts to optimize)
10. It works! (you spent the time rotating out all your code – make sure 24 hours later you are getting results better than no yield optimizer)

Some of these are more important than others and all introduce more variables to ad serving. It is important to remember that introducing a yield optimizer brings in another point of failure to serving your ads correctly. Whether you are using Google or a startup, you risk the service going down and showing no ads at all, so its a good idea to have a fail safe house ad or default ad you are comfortable with.

While these systems should provide a 24/7 rotation of ads to get the highest yield possible, don’t forget that along with spreading impressions across networks you are also spreading account balances. Some networks have a minimum of $100.00 before monthly payouts (like Google) and this means that you can end up with a few dollars in accounts you are “testing out” and have to run them for awhile before you can actually get paid. (although this is probably not a big deal for big sites.)

What else should you look for?

PubMatic To Launch API for Ad Networks and Publishers (centernetworks.com)
The Rubicon Project tops AO OnMedia 100 list (vator.tv)
Microsoft PubCenter Producing Strong Results Via YieldBuild Online Ad Planning Program (techcrunch.com)

This post was written by:

Eric Friedman - who has written 671 posts on Eric Friedman – Marketing.fm.

Directof of Client Services at Foursquare - formerly the analyst at Union Square Ventures, blogger at www.marketing.fm You should follow me on twitter @EricFriedman

Contact the author

View Comments to “Yield Optimizing Advertising Inventory”

deancollins Says:
May 4th, 2009 at 7:01 am

I use Pubmatic for the http://www.LiveChatConcepts.com web properties (http://www.LiveBaseballChat.com is the only site thats gone public so far).

Whilst i haven't found anything better at this time…. I also found it was a pretty average customer service experience.

For whatever reason i 'missed' one of the critical steps of assigning which ad networks to assign to a particular code. Getting support to fix this problem was horrendous, though getting support to fix when one of their ad networks 'broke' display of all ads (for about 3 days no ads at all).

Basically I'm saying that if a new provider came along….we'd be an easy transfer so pick up your game pubmatic, but for now yes you ar ethe only option.

Cheers,
Dean

deancollins Says:
May 4th, 2009 at 7:01 am

I use Pubmatic for the http://www.LiveChatConcepts.com web properties (http://www.LiveBaseballChat.com is the only site thats gone public so far).

Whilst i haven't found anything better at this time…. I also found it was a pretty average customer service experience.

Basically I'm saying that if a new provider came along….we'd be an easy transfer so pick up your game pubmatic, but for now yes you ar ethe only option.

Cheers,
Dean

deancollins Says:
May 4th, 2009 at 7:01 am

I use Pubmatic for the http://www.LiveChatConcepts.com web properties (http://www.LiveBaseballChat.com is the only site thats gone public so far).

Whilst i haven't found anything better at this time…. I also found it was a pretty average customer service experience.

Basically I'm saying that if a new provider came along….we'd be an easy transfer so pick up your game pubmatic, but for now yes you ar ethe only option.

Cheers,
Dean

deancollins Says:
May 4th, 2009 at 7:01 am

I use Pubmatic for the http://www.LiveChatConcepts.com web properties (http://www.LiveBaseballChat.com is the only site thats gone public so far).

Whilst i haven't found anything better at this time…. I also found it was a pretty average customer service experience.

Basically I'm saying that if a new provider came along….we'd be an easy transfer so pick up your game pubmatic, but for now yes you ar ethe only option.

Cheers,
Dean

deancollins Says:
May 4th, 2009 at 7:01 am

I use Pubmatic for the http://www.LiveChatConcepts.com web properties (http://www.LiveBaseballChat.com is the only site thats gone public so far).

Whilst i haven't found anything better at this time…. I also found it was a pretty average customer service experience.

Basically I'm saying that if a new provider came along….we'd be an easy transfer so pick up your game pubmatic, but for now yes you ar ethe only option.

Cheers,
Dean

deancollins Says:
May 4th, 2009 at 7:01 am

I use Pubmatic for the http://www.LiveChatConcepts.com web properties (http://www.LiveBaseballChat.com is the only site thats gone public so far).

Whilst i haven't found anything better at this time…. I also found it was a pretty average customer service experience.

Basically I'm saying that if a new provider came along….we'd be an easy transfer so pick up your game pubmatic, but for now yes you ar ethe only option.

Cheers,
Dean

deancollins Says:
May 4th, 2009 at 7:01 am

I use Pubmatic for the http://www.LiveChatConcepts.com web properties (http://www.LiveBaseballChat.com is the only site thats gone public so far).

Whilst i haven't found anything better at this time…. I also found it was a pretty average customer service experience.

Basically I'm saying that if a new provider came along….we'd be an easy transfer so pick up your game pubmatic, but for now yes you ar ethe only option.

Cheers,
Dean

deancollins Says:
May 4th, 2009 at 7:01 am

I use Pubmatic for the http://www.LiveChatConcepts.com web properties (http://www.LiveBaseballChat.com is the only site thats gone public so far).

Whilst i haven't found anything better at this time…. I also found it was a pretty average customer service experience.

Basically I'm saying that if a new provider came along….we'd be an easy transfer so pick up your game pubmatic, but for now yes you ar ethe only option.

Cheers,
Dean

EricFriedman Says:
May 4th, 2009 at 8:40 am

Setting these systems up can be a big pain – and getting support later on is
important. I am not sure I captured all the important steps in my list by I
tried to come up with the best outline.

I am still testing out some services, but I do not have the traffic to
really get data for about a month or so.

EricFriedman Says:
May 4th, 2009 at 8:40 am

Setting these systems up can be a big pain – and getting support later on is
important. I am not sure I captured all the important steps in my list by I
tried to come up with the best outline.

I am still testing out some services, but I do not have the traffic to
really get data for about a month or so.

EricFriedman Says:
May 4th, 2009 at 8:40 am

Setting these systems up can be a big pain – and getting support later on is
important. I am not sure I captured all the important steps in my list by I
tried to come up with the best outline.

I am still testing out some services, but I do not have the traffic to
really get data for about a month or so.

EricFriedman Says:
May 4th, 2009 at 8:40 am

Setting these systems up can be a big pain – and getting support later on is
important. I am not sure I captured all the important steps in my list by I
tried to come up with the best outline.

I am still testing out some services, but I do not have the traffic to
really get data for about a month or so.

EricFriedman Says:
May 4th, 2009 at 8:40 am

Setting these systems up can be a big pain – and getting support later on is
important. I am not sure I captured all the important steps in my list by I
tried to come up with the best outline.

I am still testing out some services, but I do not have the traffic to
really get data for about a month or so.

deancollins Says:
May 4th, 2009 at 9:01 am

I use Pubmatic for the http://www.LiveChatConcepts.com web properties (http://www.LiveBaseballChat.com is the only site thats gone public so far).

Whilst i haven't found anything better at this time…. I also found it was a pretty average customer service experience.

Basically I'm saying that if a new provider came along….we'd be an easy transfer so pick up your game pubmatic, but for now yes you ar ethe only option.

Cheers,
Dean

EricFriedman Says:
May 4th, 2009 at 10:40 am

Setting these systems up can be a big pain – and getting support later on is
important. I am not sure I captured all the important steps in my list by I
tried to come up with the best outline.

I am still testing out some services, but I do not have the traffic to
really get data for about a month or so.

Atul Says:
May 5th, 2009 at 1:39 am

nice blog Eric.. you get 1 more regular visitor

Atul Says:
May 5th, 2009 at 1:39 am

nice blog Eric.. you get 1 more regular visitor

Atul Says:
May 5th, 2009 at 1:39 am

nice blog Eric.. you get 1 more regular visitor

Atul Says:
May 5th, 2009 at 1:39 am

nice blog Eric.. you get 1 more regular visitor

Atul Says:
May 5th, 2009 at 3:39 am

nice blog Eric.. you get 1 more regular visitor

EricFriedman Says:
May 5th, 2009 at 5:53 am

Thanks

EricFriedman Says:
May 5th, 2009 at 5:53 am

Thanks

EricFriedman Says:
May 5th, 2009 at 5:53 am

Thanks

EricFriedman Says:
May 5th, 2009 at 5:53 am

Thanks

EricFriedman Says:
May 5th, 2009 at 7:53 am

Thanks

JunLoayza Says:
May 5th, 2009 at 9:16 am

The number 1 feature I'm looking for an ad optimizer is customization. I want to be able to choose what ads go on the site, for how long, and even access the CSS. It pretty much boils down to having total control of your site.

I included you in our ranking of Top Ten Gen Y Marketing Blogs. Hope it drives some good traffic to your site.

- Jun Loayza

JunLoayza Says:
May 5th, 2009 at 9:16 am

I included you in our ranking of Top Ten Gen Y Marketing Blogs. Hope it drives some good traffic to your site.

- Jun Loayza

JunLoayza Says:
May 5th, 2009 at 9:16 am

I included you in our ranking of Top Ten Gen Y Marketing Blogs. Hope it drives some good traffic to your site.

- Jun Loayza

JunLoayza Says:
May 5th, 2009 at 9:16 am

I included you in our ranking of Top Ten Gen Y Marketing Blogs. Hope it drives some good traffic to your site.

- Jun Loayza

EricFriedman Says:
May 5th, 2009 at 9:26 am

Thanks Jun – what is the URL?

I would checkout Google ad manager as they do all that, but not sure about the CSS

EricFriedman Says:
May 5th, 2009 at 9:26 am

Thanks Jun – what is the URL?

I would checkout Google ad manager as they do all that, but not sure about the CSS

EricFriedman Says:
May 5th, 2009 at 9:26 am

Thanks Jun – what is the URL?

I would checkout Google ad manager as they do all that, but not sure about the CSS

EricFriedman Says:
May 5th, 2009 at 9:26 am

Thanks Jun – what is the URL?

I would checkout Google ad manager as they do all that, but not sure about the CSS

JunLoayza Says:
May 5th, 2009 at 11:16 am

I included you in our ranking of Top Ten Gen Y Marketing Blogs. Hope it drives some good traffic to your site.

- Jun Loayza

EricFriedman Says:
May 5th, 2009 at 11:26 am

Thanks Jun – what is the URL?

I would checkout Google ad manager as they do all that, but not sure about the CSS

huangqin Says:
July 16th, 2009 at 6:05 am

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Trackbacks/Pingbacks

Google Allowing other Ad Networks to run in AdSense Placements | Marketing.fm - Eric Friedman says:

August 26, 2009 at 9:23 pm

[...] For many, AdSense is use in tandem with other networks and now having a built in ad optimizer will be an interesting option. This also is interesting for those it the yield optimization businesses. [...]

deancollins Says:
May 4th, 2009 at 7:01 am
I use Pubmatic for the http://www.LiveChatConcepts.com web properties (http://www.LiveBaseballChat.com is the only site thats gone public so far).

Whilst i haven't found anything better at this time…. I also found it was a pretty average customer service experience.

For whatever reason i 'missed' one of the critical steps of assigning which ad networks to assign to a particular code. Getting support to fix this problem was horrendous, though getting support to fix when one of their ad networks 'broke' display of all ads (for about 3 days no ads at all).

Basically I'm saying that if a new provider came along….we'd be an easy transfer so pick up your game pubmatic, but for now yes you ar ethe only option.

Cheers,
Dean
deancollins Says:
May 4th, 2009 at 7:01 am
I use Pubmatic for the http://www.LiveChatConcepts.com web properties (http://www.LiveBaseballChat.com is the only site thats gone public so far).

Whilst i haven't found anything better at this time…. I also found it was a pretty average customer service experience.

For whatever reason i 'missed' one of the critical steps of assigning which ad networks to assign to a particular code. Getting support to fix this problem was horrendous, though getting support to fix when one of their ad networks 'broke' display of all ads (for about 3 days no ads at all).

Basically I'm saying that if a new provider came along….we'd be an easy transfer so pick up your game pubmatic, but for now yes you ar ethe only option.

Cheers,
Dean
deancollins Says:
May 4th, 2009 at 7:01 am
I use Pubmatic for the http://www.LiveChatConcepts.com web properties (http://www.LiveBaseballChat.com is the only site thats gone public so far).

Whilst i haven't found anything better at this time…. I also found it was a pretty average customer service experience.

For whatever reason i 'missed' one of the critical steps of assigning which ad networks to assign to a particular code. Getting support to fix this problem was horrendous, though getting support to fix when one of their ad networks 'broke' display of all ads (for about 3 days no ads at all).

Basically I'm saying that if a new provider came along….we'd be an easy transfer so pick up your game pubmatic, but for now yes you ar ethe only option.

Cheers,
Dean
deancollins Says:
May 4th, 2009 at 7:01 am
I use Pubmatic for the http://www.LiveChatConcepts.com web properties (http://www.LiveBaseballChat.com is the only site thats gone public so far).

Whilst i haven't found anything better at this time…. I also found it was a pretty average customer service experience.

For whatever reason i 'missed' one of the critical steps of assigning which ad networks to assign to a particular code. Getting support to fix this problem was horrendous, though getting support to fix when one of their ad networks 'broke' display of all ads (for about 3 days no ads at all).

Basically I'm saying that if a new provider came along….we'd be an easy transfer so pick up your game pubmatic, but for now yes you ar ethe only option.

Cheers,
Dean
deancollins Says:
May 4th, 2009 at 7:01 am
I use Pubmatic for the http://www.LiveChatConcepts.com web properties (http://www.LiveBaseballChat.com is the only site thats gone public so far).

Whilst i haven't found anything better at this time…. I also found it was a pretty average customer service experience.

For whatever reason i 'missed' one of the critical steps of assigning which ad networks to assign to a particular code. Getting support to fix this problem was horrendous, though getting support to fix when one of their ad networks 'broke' display of all ads (for about 3 days no ads at all).

Basically I'm saying that if a new provider came along….we'd be an easy transfer so pick up your game pubmatic, but for now yes you ar ethe only option.

Cheers,
Dean
deancollins Says:
May 4th, 2009 at 7:01 am
I use Pubmatic for the http://www.LiveChatConcepts.com web properties (http://www.LiveBaseballChat.com is the only site thats gone public so far).

Whilst i haven't found anything better at this time…. I also found it was a pretty average customer service experience.

For whatever reason i 'missed' one of the critical steps of assigning which ad networks to assign to a particular code. Getting support to fix this problem was horrendous, though getting support to fix when one of their ad networks 'broke' display of all ads (for about 3 days no ads at all).

Basically I'm saying that if a new provider came along….we'd be an easy transfer so pick up your game pubmatic, but for now yes you ar ethe only option.

Cheers,
Dean
deancollins Says:
May 4th, 2009 at 7:01 am
I use Pubmatic for the http://www.LiveChatConcepts.com web properties (http://www.LiveBaseballChat.com is the only site thats gone public so far).

Whilst i haven't found anything better at this time…. I also found it was a pretty average customer service experience.

For whatever reason i 'missed' one of the critical steps of assigning which ad networks to assign to a particular code. Getting support to fix this problem was horrendous, though getting support to fix when one of their ad networks 'broke' display of all ads (for about 3 days no ads at all).

Basically I'm saying that if a new provider came along….we'd be an easy transfer so pick up your game pubmatic, but for now yes you ar ethe only option.

Cheers,
Dean
deancollins Says:
May 4th, 2009 at 7:01 am
I use Pubmatic for the http://www.LiveChatConcepts.com web properties (http://www.LiveBaseballChat.com is the only site thats gone public so far).

Whilst i haven't found anything better at this time…. I also found it was a pretty average customer service experience.

For whatever reason i 'missed' one of the critical steps of assigning which ad networks to assign to a particular code. Getting support to fix this problem was horrendous, though getting support to fix when one of their ad networks 'broke' display of all ads (for about 3 days no ads at all).

Basically I'm saying that if a new provider came along….we'd be an easy transfer so pick up your game pubmatic, but for now yes you ar ethe only option.

Cheers,
Dean
EricFriedman Says:
May 4th, 2009 at 8:40 am
Setting these systems up can be a big pain – and getting support later on is
important. I am not sure I captured all the important steps in my list by I
tried to come up with the best outline.

I am still testing out some services, but I do not have the traffic to
really get data for about a month or so.
EricFriedman Says:
May 4th, 2009 at 8:40 am
Setting these systems up can be a big pain – and getting support later on is
important. I am not sure I captured all the important steps in my list by I
tried to come up with the best outline.

I am still testing out some services, but I do not have the traffic to
really get data for about a month or so.
EricFriedman Says:
May 4th, 2009 at 8:40 am
Setting these systems up can be a big pain – and getting support later on is
important. I am not sure I captured all the important steps in my list by I
tried to come up with the best outline.

I am still testing out some services, but I do not have the traffic to
really get data for about a month or so.
EricFriedman Says:
May 4th, 2009 at 8:40 am
Setting these systems up can be a big pain – and getting support later on is
important. I am not sure I captured all the important steps in my list by I
tried to come up with the best outline.

I am still testing out some services, but I do not have the traffic to
really get data for about a month or so.
EricFriedman Says:
May 4th, 2009 at 8:40 am
Setting these systems up can be a big pain – and getting support later on is
important. I am not sure I captured all the important steps in my list by I
tried to come up with the best outline.

I am still testing out some services, but I do not have the traffic to
really get data for about a month or so.
deancollins Says:
May 4th, 2009 at 9:01 am
I use Pubmatic for the http://www.LiveChatConcepts.com web properties (http://www.LiveBaseballChat.com is the only site thats gone public so far).

Whilst i haven't found anything better at this time…. I also found it was a pretty average customer service experience.

For whatever reason i 'missed' one of the critical steps of assigning which ad networks to assign to a particular code. Getting support to fix this problem was horrendous, though getting support to fix when one of their ad networks 'broke' display of all ads (for about 3 days no ads at all).

Basically I'm saying that if a new provider came along….we'd be an easy transfer so pick up your game pubmatic, but for now yes you ar ethe only option.

Cheers,
Dean
EricFriedman Says:
May 4th, 2009 at 10:40 am
Setting these systems up can be a big pain – and getting support later on is
important. I am not sure I captured all the important steps in my list by I
tried to come up with the best outline.

I am still testing out some services, but I do not have the traffic to
really get data for about a month or so.
Atul Says:
May 5th, 2009 at 1:39 am
nice blog Eric.. you get 1 more regular visitor
Atul Says:
May 5th, 2009 at 1:39 am
nice blog Eric.. you get 1 more regular visitor
Atul Says:
May 5th, 2009 at 1:39 am
nice blog Eric.. you get 1 more regular visitor
Atul Says:
May 5th, 2009 at 1:39 am
nice blog Eric.. you get 1 more regular visitor
Atul Says:
May 5th, 2009 at 3:39 am
nice blog Eric.. you get 1 more regular visitor
EricFriedman Says:
May 5th, 2009 at 5:53 am
Thanks
EricFriedman Says:
May 5th, 2009 at 5:53 am
Thanks
EricFriedman Says:
May 5th, 2009 at 5:53 am
Thanks
EricFriedman Says:
May 5th, 2009 at 5:53 am
Thanks
EricFriedman Says:
May 5th, 2009 at 7:53 am
Thanks
JunLoayza Says:
May 5th, 2009 at 9:16 am
The number 1 feature I'm looking for an ad optimizer is customization. I want to be able to choose what ads go on the site, for how long, and even access the CSS. It pretty much boils down to having total control of your site.

I included you in our ranking of Top Ten Gen Y Marketing Blogs. Hope it drives some good traffic to your site.

- Jun Loayza
JunLoayza Says:
May 5th, 2009 at 9:16 am
The number 1 feature I'm looking for an ad optimizer is customization. I want to be able to choose what ads go on the site, for how long, and even access the CSS. It pretty much boils down to having total control of your site.

I included you in our ranking of Top Ten Gen Y Marketing Blogs. Hope it drives some good traffic to your site.

- Jun Loayza
JunLoayza Says:
May 5th, 2009 at 9:16 am
The number 1 feature I'm looking for an ad optimizer is customization. I want to be able to choose what ads go on the site, for how long, and even access the CSS. It pretty much boils down to having total control of your site.

I included you in our ranking of Top Ten Gen Y Marketing Blogs. Hope it drives some good traffic to your site.

- Jun Loayza
JunLoayza Says:
May 5th, 2009 at 9:16 am
The number 1 feature I'm looking for an ad optimizer is customization. I want to be able to choose what ads go on the site, for how long, and even access the CSS. It pretty much boils down to having total control of your site.

I included you in our ranking of Top Ten Gen Y Marketing Blogs. Hope it drives some good traffic to your site.

- Jun Loayza
EricFriedman Says:
May 5th, 2009 at 9:26 am
Thanks Jun – what is the URL?

I would checkout Google ad manager as they do all that, but not sure about the CSS
EricFriedman Says:
May 5th, 2009 at 9:26 am
Thanks Jun – what is the URL?

I would checkout Google ad manager as they do all that, but not sure about the CSS
EricFriedman Says:
May 5th, 2009 at 9:26 am
Thanks Jun – what is the URL?

I would checkout Google ad manager as they do all that, but not sure about the CSS
EricFriedman Says:
May 5th, 2009 at 9:26 am
Thanks Jun – what is the URL?

I would checkout Google ad manager as they do all that, but not sure about the CSS
JunLoayza Says:
May 5th, 2009 at 11:16 am
The number 1 feature I'm looking for an ad optimizer is customization. I want to be able to choose what ads go on the site, for how long, and even access the CSS. It pretty much boils down to having total control of your site.

I included you in our ranking of Top Ten Gen Y Marketing Blogs. Hope it drives some good traffic to your site.

- Jun Loayza
EricFriedman Says:
May 5th, 2009 at 11:26 am
Thanks Jun – what is the URL?

I would checkout Google ad manager as they do all that, but not sure about the CSS
huangqin Says:
July 16th, 2009 at 6:05 am
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Google Allowing other Ad Networks to run in AdSense Placements | Marketing.fm - Eric Friedman says:

August 26, 2009 at 9:23 pm

[...] For many, AdSense is use in tandem with other networks and now having a built in ad optimizer will be an interesting option. This also is interesting for those it the yield optimization businesses. [...]

Click here to cancel reply.

Eric Friedman – Marketing.fm