New Feature: Connecting content programming and revenue delivery with Automatic Yield
We’re rolling out a product this quarter that is going to fundamentally change audience development for publishers.
Right now, publishers are producing tons of valuable content, making decisions on which content is more valuable, and deciding where to drive audiences based on those decisions. But they’re doing so without the answer to a crucial question.
What is the actual value of each and every piece of content on my site?
Historically, we’ve made approximations. We’ve said this section is more valuable than that section because of an ad campaign that’s running. Or certain types of content are innately more valuable than others, so let’s drive people there, even if that’s a messy process built on averages.
The reality is that the value of a single piece of content varies wildly. Not just from month to month, but from minute-to-minute, every day, like the stock market. For example, we say things like, “video is more valuable,” but we’ve found that the yield on a single page of video can fluctuate by 60% over the course of a day, causing the overall page value to fluctuate by as much as 262%.
Why? Because of the complexity and variety of revenue sources and the ad stack that publishers now have on the page.
What we’ve set out to do in acquiring Revee is integrate with the ad server, where we can track over 30 common variables from platform type, to RTB partners, make-goods and house ads, to create a snapshot every second of what a page is worth. And then automatically assign that information to every single piece of content.
New Feature: Connecting content programming and revenue delivery with Automatic Yield | Outbrain
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