Latest / The Yield Doctor with James Deaker
Bonus Impressions vs. Price Discounts: Which Protects Publisher Yield?
Title: Bonus Impressions vs. Price Discounts: Which Protects Publisher Yield?
Description:
When an advertiser asks for a concession on a $10 CPM, should you drop the rate to $8 or give them 25% more impressions? Mathematically, a $10,000 budget gets the same result. But from a yield management perspective, they behave very differently.
In this video, I break down the mechanics of price discounting versus added value (bonus inventory). We look at why dropping your floor prices creates dangerous anchoring effects, how bonus inventory can protect your perceived value (while introducing its own…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.