Optimizing the Ad Revenue Tree
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The document discusses the importance of organizational alignment and a cohesive strategy for optimizing revenue in publishing. It highlights that while many publishers have achieved incremental gains from easily accessible sources, true revenue optimization and yield management offer greater long-term value. The text emphasizes the need for strategic planning and clear KPIs to unlock potential revenue gains exceeding 30%.
Optimizing the Ad Revenue Tree
- 1. ORGANIZATIONAL ALIGNMENT COHESIVE STRATEGY CLEAR KPIs OPTIMIZING THE REVENUE TREE Many publishers have done a good job harvesting incremental revenue gains from low-hanging fruit. But the sweeter value is higher up the tree in the realm of true and holistic revenue optimization and yield management. / infinitive Infinitive infinitive.com @InfinitiveRocks RTB/ Exchange Improved forecasting Header bidding Programmatic private marketplace Rationalized products The higher the fruit, the greater the long-term value True revenue optimization KPI-driven rate governance UX tailored for revenue & engagement Yield-driven strategy & planning 30+% potential revenue gains Transformation opportunity Requires strategic and organizational alignment Low-hanging fruit Small to medium revenue upticks Great for incremental gains Does not require broad organizational cooperation Clear product waterfall priorities Ad network