I try not to push what we’re doing at my job at Right Media too much here, but every now and then I’ll want to point out important or interesting things we do which fall in line with the general themes I discuss here on this blog.
As a little bit of background, Yield Manager is an ad serving product that also works as an ad marketplace for publishers, advertisers, and entire ad networks. We’ve got thousands of publishers and advertisers, and 20+ ad networks currently on Yield Manager.
When an ad impression enters Yield Manager from a publisher, it is auctioned off in real time and the predicted highest paying advertiser for that impression displays the ad. What linking does is allows the different types of parties to directly “link” and partner more easily. This means that publishers can easily have more competition in that auction for their inventory, and advertisers and networks have more inventory available to them to display their ads.
Here is a summary of the benefits for each type of user:
For advertisers, linking eliminates the need to send creatives for each campaign to your media partners and require them to traffic creatives into other ad serving solutions. Once trafficked into Yield Manager, the same pool of creatives can be used for any publisher that wants to link with you.
For publishers, linking means that campaigns can get set up in hours rather than days. Not only do you eliminate room for error in trafficking or click tracking code, it also allows you to realize revenue faster and allows greater competition for your inventory.
For networks, linking increases the access to both advertisers and publishers otherwise not in their own network. Create more competition at each auction and increase the revenue potential.
Why is this really cool though? It continues to make Yield Manager a more open, transparent, and efficient marketplace for conducting advertising on websites. That’s a big deal.