Google owned DoubleClick published a white paper, that explain how publishers are managing yield across their pool of non-guaranteed inventory today, and what steps they can take to create efficiencies and boost overall revenue. Key elements of the white paper include:
- How publishers segment and sell ad inventory. How manual optimization processes often fail to capture all available revenue opportunities
- Dynamic Allocation explained. What it's, how it works, and what it means for publishers' bottom lines
- Auction pricing mechanics. Real-time pricing's core advantages over the use of historical CPMs for non-guaranteed ad space
- A brief look forward. The potential for DoubleClick Ad Exchange and its ecosystem of publishers, technology providers, advertisers and agencies.
White Paper: Download