Prior to joining Right Media, I held a position where one of my roles was to purchase online advertising. Our goal was to reach an online representation of the US population by placing banner ads.   

Working with an array of ad networks was at first fun and easy; we would deliver outstanding click rates and acquisition costs. However, none of these partnerships could meet my volume goals. Each network would meet a budget ceiling, and when pushed beyond that ceiling we would observe inflation in cost per action. The result would be to add additional network partners to the mix, and manage many relationships with finite deliverables. Having to manage multiple insertion orders and reporting tools, and reformat all of the networks data into one concise data sheet, became time consuming. 

Over time this exercise also impacted the overall cost per acquisition negatively. 

Yield Manager became a great resource. I was now able to access a marketplace of inventory, previously unavailable to me. I could increase my budget 100% without compromising my CPA. In addition to gaining momentum, I had a flexible reporting tool that I was able to manipulate to evaluate the metrics I valued most. 

Yield Manager was an effective way for me to manage my time, my campaigns and my focus to reach a diverse sample of the online population.

This entry was posted on Thursday, November 10th, 2005 at 12:00 am and is filed under Advertisers, Ad Networks. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.