The Programmatic Glossary
A practical glossary designed to help marketers, advertisers and ad-tech professionals understand the terminology that powers programmatic advertising
Monetisation
Yield Optimisation
The practice of maximising the total revenue a publisher earns from their available ad inventory. It is not just about getting the highest price per impression. It is about finding the right balance of price, volume, fill rate and demand mix to generate the most overall revenue.
HOW IT WORKS
Yield optimisation involves several strategies working together: setting dynamic floor prices that reflect real demand; diversifying demand partners to maximise bid density; allocating inventory intelligently between open auction, PMP (Private Marketplace) deals and guaranteed deals; activating audience data to increase CPMs (Cost Per Mille); and using automation tools like ARC (Adaptive Rules Centre) to adjust strategy in real time.
EXAMPLE
A UK publisher has ten million monthly impressions. A basic approach: set a £3 floor and fill 70% = seven million impressions at $3 = $21,000 revenue. With yield optimisation: dynamic floors increase average CPM (Cost Per Mille) to $4.20 and better demand mix improves fill to 85% = 8.5 million impressions at $4.20 = $35,700. Same inventory, 70% more revenue.
RELATED TERMS
Dynamic Floor Pricing | Fill Rate | CPM | ARC (Adaptive Rules Centre) | Header Bidding
★ LIMELIGHT INSIGHT: Yield optimization is at the heart of Limelight's value proposition. Through ARC (Adaptive Rules Centre) automation, unlimited QPS (Queries Per Second), dynamic floor pricing and broad DSP (Demand-Side Platform) connectivity, Limelight helps publishers extract maximum value from every impression.
