DMP/CDP: What’s The Difference?
Data Management Platforms (DMPs) have been around for a long time. Especially among publishers. In recent years, a new acronym has emerged – CDP. Standing for Customer Data Platforms. These are taking on an ever-growing market share. According to the CDP Institute, …
Header Bidding Value in the First-Price Auction World
As a company that speaks to many publishers, we hear similar questions regardless of their location and business model. In the last few weeks, our conversations have been dominated by Google’s Unified Auction and switch to a first-price auction model. One of …
Consent Management Platform: What Is It And Why Every Publisher With EU Traffic Should Have One?
GDPR The General Data-Protection Regulation (GDPR), which came into effect on May 2018, tightened Europe’s already-strict laws about what companies can do with people’s data and forces them to justify everything they do with it. This great initiative, giving people more control …
What Is Bid Shading & Why Should You Care?
Bid shading is an algorithm responsible for automated bid strategy. It creates an opportunity for buyers to avoid paying too much for ad impressions. Google recently announced its switch from a second-price to a first-price auction model. This change is supposed to …
Pros and Cons of Managing Advertisement Blocking for Publishers
Publisher’s point of view on ad blocking Advertisement blocking is a must-have for many publishers. For most of them, the reason behind using it, are legal issues. However, not for all. All publishers working with the programmatic model know that one of …
Anchor Ad – How Does It Increase Publisher’s Revenue and Viewability?
About Yieldbird Yieldbird specializes in 360° advertising management and programmatic ad – inventory optimization. That is why we work with clients in more than 30 countries across Asia, Europe, and Latin America. The global company helps both independent and corporate publishers use …
eCPM, rCPM & Fillrate – Fundamentals of Website Performance Analysis and Most Influential Factors
Some publishers only look at total daily/monthly revenue to track their progress. Others monitor metrics like eCPM or rCPM (RPM). At Yieldbird, we observe ad-request eCPM on a daily basis. For us, this is the most objective performance indicator. Below, I will …
Why Unified ID Increases Revenues for Publishers?
The cookie and the internet were invented almost simultaneously. The cookie is one of the most fundamental, but also one of the most derided, browser mechanisms. Virtually all internet applications use cookies to work better. The basic point is to make it …
Google Open Bidding: Key Benefits for Publishers
After many years of struggle with the growing popularity of header-bidding solutions, Google rolled out EBDA (currently known as Open Bidding). Its own technology established in Ad Manager. Open Bidding is intended to make it easier for publishers to increase competition and …
First or Second-Price Auctions: Does It Really Matter for Publishers?
Google advertised in March 2019 that it will start applying the first-price auction mechanism for its publisher services. The question is what this change will mean for the industry. Several exchanges have already started testing out first-price auctions. First and second-price auctions …