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Most companies think they control their bidding. They have custom bidding algorithms, tuned models, first-party data feeding the decisions. It feels like control. Then you look at where the algorithm actually runs, and who owns the ground it runs on. There is a real and widely misunderstood difference between customising a bid inside someone else’s […]
Two publishers own identical inventory. Same apps, same users, same impressions. One earns 40 percent more from it than the other. Nothing about the inventory explains the gap. Everything about the yield optimization does. Yield optimization is the discipline of extracting the maximum sustainable revenue from every impression a publisher has to sell. In real-time […]
