Yield Management

Published by: Dan Waggenheim , TechTarget

Published on: February 7, 2012

Monsters,

I am looking to get your input on yield mgmt solutions you have used and ideally would recommend. The nature of our business at TechTarget is that we typically sell highly targeted banner campaigns within very finite inventory pools. To help supplement these inventory pools we utilize PPC which works very well as we are keep high margins. However, it has made life somewhat difficult from an inventory management perspective as we are not able to easily distinguish paid vs. organic traffic when using our forecasting tool – DFP. Thus, as I am sure many others of you do, we end up having to use historicals to forecast. Not only is this laborious but by taking this approach we have limited visibility into competing campaigns. So, we are beginning the process of researching yield management solutions. If you have any recommendations or advice I would be most appreciative.

Thanks,
Dan Waggenheim

Comments

#1 Tony Katsur - February 10, 2012

Hi Dan,

Maxifier solves for exactly what you're describing. Our ADMAX platform not only analyzes and forecasts inventory availability and performance across all of your campaign, it also allows for one click campaign optimization for all campaign types (CPM, CPA, CPC, CPE, etc.) leveraging all your adserver data, plus any additional 3rd or 1st party data (audience, contextual, co-reg) you want to bring to the party. Would love to chat more about your needs and our approach. I can be reached at anthony.katsur(at)maxifier.com.

#2 Tom Shields - February 8, 2012

Hi Dan,

At Yieldex we have solved this exact problem for a number of other customers, so would be happy to tell you more. Feel free to drop me a line at tom (at) yieldex.com. Thanks,

-ts-
Tom Shields

P.S. - thanks for the mention, Eric!

#3 Eric Picard - February 8, 2012

I haven't used them, but YieldEx and Maxifier are both interesting companies and their sales pitches are worth hearing. Each works with DFP from what I recall, and Tom Shields at YieldEx was the CTO at NetGravity back in the day (so he knows a thing or two), and Tony Katsur at Maxifier led engineering at Doubleclick and also at MediaMath, so he knows a thing or two as well. :)