The platform would sell ad impressions through a daisy chain. Twenty external monetisers, along with guaranteed campaigns, were set up for a waterfall auction, one for the entire ad network. The company wanted to ensure its sales model’s best performance and chose Yield Management to optimise the waterfall.
We analysed the customer’s sales model and found out that the waterfall order conflicted with the demand to particular inventory segments. Despite the billion impressions sold per month, the revenue was falling short from what had been anticipated: the inventory was sold cheaper than it could have been because it was sold to the wrong advertisers.
To fix this situation, we built a model that performed
In the first month after applying the Yield Management Platform’s recommendations
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