Since the introduction of the General Data Protection Regulation (GDPR), publishers met with immersive challenge of adapting new data protocols. To make the challenge easier, Interactive Advertising Bureau (IAB) designed a Transparency and Consent Framework (TCF), so publishers and ad vendors could continue to use digital advertising while providing consumers more control and privacy over their data.
During the epidemic, display advertising was the most prevalent form of advertising, among other things because it offered brand protection and safety.
As a publisher, operating based on the advertising business model, your bottom-line goal is to get the highest yield for every ad impression. Yield management is all about that, meaning selling ad inventory to the right customer, at the right time, for the highest possible price.
Nevertheless, yield optimization is becoming more and more complex and technically difficult. Perfecting a yield optimization strategy can take time, skill and endless testing. But there are some tips that every digital publisher can implement before diving into the super technical details.