DISPLAY ADVERTISING – MORE AND MORE FOCUS ON BRANDING
Display advertising is still the core business of the platform-based media commerce. While it primarily used to be performance-based display campaigns with CP(X) targets at the beginning of programmatic advertising, brand communication continues to play an ever-increasing role in media planning. Yieldlab YRD already delivers about 40% of the sales volume of branding campaigns, and the tendency is growing.
Be it branding or performance display campaigns: Yieldlab YRD for publishers is the first supply side platform that is able to make the most of the first to the last impression and generate the highest yield on all inventory classes.
The publisher sets the rules for marketing every single advertising space individually and maintains control over their inventory in the automated media commerce.
In so doing, marketers can market parts of the inventory via a traditional yield optimisation or define floor prices in line with the individual advertising space or for individual websites and buyers. For each buyer, the publisher determines what information they should receive about the advertising space, for example URL transparency, data, etc. The supply side thus always remains in control. In this way, new customers can be won, risks minimised and higher sales generated.
Yieldlab YRD helps you seamlessly transfer the agreements from the direct sales business to the programmatic advertising. The direct sales units of our premium publisher clients already work naturally with our system. Yieldlab YRD supports the direct sales teams in reproducing the agreements with the advertisers on a central sales platform. In this way, marketing in its entirety can benefit from the efficiency advantages of programmatic advertising.