We’re excited to be col­lab­o­rat­ing with Yieldex, the lead­ing provider of inven­tory and rev­enue man­age­ment solu­tions for dig­i­tal pub­lish­ers, to help pub­lish­ers like Scripps Net­works Inter­ac­tive match avail­able ad con­tent with adver­tis­ers’ desired audi­ence seg­ments. As announced today by Yieldex, the inte­gra­tion of Adobe Audi­ence­M­an­ager, our data man­age­ment plat­form (DMP) that iden­ti­fies, quan­ti­fies, and acti­vates high-value audi­ence seg­ments, with Yieldex’s Audi­ence Plan­ner, which enables pub­lish­ers to under­stand audi­ence seg­ment avail­abil­ity, con­tention, and over­lap, is a pow­er­ful com­bi­na­tion. Our joint solu­tion will pro­vide dig­i­tal pub­lish­ers with a com­pre­hen­sive view across data assets and effi­ciently deliver tar­geted audi­ence seg­ments, result­ing in greater adver­tis­ing ROI and cus­tomer engagement.

Audi­ence fore­cast­ing has been a long­stand­ing chal­lenge for pub­lish­ers due to siloed inven­tory fore­cast­ing tools (for exam­ple, hav­ing one ad server for con­tent fore­cast­ing and DMPs for audi­ence fore­cast­ing). His­tor­i­cally, cal­cu­lat­ing inven­tory for audi­ences require pub­lish­ers to ana­lyze how each of their users nav­i­gate their web­site and man­u­ally tie that back to their ad serv­ing tools, which can be cum­ber­some and resource intensive.

Our joint solu­tion with Yieldex helps solve these prob­lems by allow­ing pub­lish­ers to seam­lessly push their audi­ence seg­ments using demo­graphic infor­ma­tion via Audi­ence­M­an­ager into Yieldex’s Audi­ence Plan­ner, which solves for mul­ti­vari­ate fore­cast­ing prob­lems. This enables pub­lish­ers to not only fore­cast and price their audi­ence inven­tory, but to gain a deeper under­stand­ing of what inven­tory has been sold, and effec­tively what is avail­able to sell.

The pri­mary ben­e­fit to dig­i­tal mar­keters is a more reli­able audi­ence buy­ing expe­ri­ence that allows them to bet­ter plan their direct-to-publishers media buys. Mar­keters can now be more con­fi­dent in the inven­tory num­bers that pub­lish­ers pro­vide them, ulti­mately allow­ing them to elim­i­nate the uncer­tainty (of deliv­ery) when pur­chas­ing audi­ences from publishers.

Check out our joint announce­ment with Yieldex and see how dig­i­tal pub­lish­ers can ben­e­fit from this inte­grated solution.

 

Chris Robi­son is senior direc­tor, prod­uct and strat­egy, for Media & Adver­tis­ing Solu­tions at Adobe

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