Latest / The Yield Doctor with James Deaker
Three Ways Publishers Go Programmatic (And Why Most Get It Wrong)
Most publishers don’t struggle with programmatic because of bad technology — they struggle because they never decided what programmatic is for.
In this video, I break down three distinct “programmatic operating models” (not tactics), so you can recognize which one you’re actually running today — and whether it’s the one you intend to run.
You’ll learn:
Model 1: Programmatic as Insurance — direct sales protects premium value; programmatic just catches what’s left.
Model 2: Programmatic as the Business — inventory value is maximized through scale, competition, and continuous market feedback…
The skinny
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