How can online publishers best forecast, price, target and sell ads? To better solve that ongoing challenge, Yieldex’s Audience Planner is now able to integrate with Adobe’s data management platform, AudienceManager.
The idea is that through this combination publishers can use precise consumer behavior to plan their ads. Adobe's AudienceManager identifies, estimates and activates audience segments across platforms so that content can be targeted. Yieldex's Audience Planner can forecast, manage and price ad inventory across channels, and with the integration of Adobe’s platform, it allows publishers to do so with an understanding of audience segmentation and availability.
The Yieldex platform is designed so that publishers can better manage their ad inventory and sell more through forecasting, a reduction in discounting, delivery optimization and the ability to increase audience targeting. Adobe's AudienceManager is a data management platform (DMP) that organizes audience information from a variety of sources, and then identifies high-value target audiences.
Yieldex CEO Andy Nibley said in a statement that the two technologies align “perfectly.” He noted that, for such publishers as the joint solution’s first customer, Scripps Networks Interactive, better forecasting and pricing helps to ensure that targeted audiences "don’t overlap with other high-value segments and sections.”
Chris Robison, senior director of media and advertising solutions at Adobe, added that there’s no point “in identifying where to find different audience segments on your site if you can’t sell against them.”
Publishers have been accustomed to using inventory forecasting tools that worked individually, such as an ad server for content forecasting and a separate centralized DMP for audience forecasting. The DMP typically allows the publisher to target audiences through a combination of first and third-party audience data. The customary process involved analysis of user paths on a site, and then using that information manually for ad serving tools.
On the company’s Digital Marketing Blog, Adobe senior director Chris Robison said that the new integration allows publishers “to not only forecast and price their audience inventory,” but gain a better understanding of “what inventory has been sold, and effectively what is available to sell.” In turn, this allows digital marketers to better plan their direct-to-publisher media buys, he said.