Emily Tan
Jun 2, 2017

AOL brings header bidding to mobile with Smart Yield

AOL has beta-launched Smart Yield, an in-app, mobile-first, header bidding solution.

AOL brings header bidding to mobile with Smart Yield

According to AOL, Smart Yield brings the benefits of desktop-based header bidding to the mobile app ecosystem.

It promises a solution that eliminates the latency associated with multiple monetization partners, improving consumer experience.

It also allows AOL Demand (AOL's programmatic platform) partners to compete at the same time for the same inventory, eliminating the sequential waterfall and resulting in higher yield for publishers and app developers.

It flattens the traditional, sequential waterfall, allowing AOL demand partners to compete at the same time for the same inventory, and ultimately resulting in higher yield for publishers and app developers.

"With the death of the waterfall comes a new opportunity for publishers," Matt Gillis, senior vice president, publisher platforms at AOL, said. "As they have seen success with header bidding across their desktop inventory, they want to see that play out across all screens. And as adspend on mobile has increased, the need to bring the concept of header bidding to mobile in-app experiences has, too."

According to research by AOL, publishers have seen a 53 percent increase in daily revenue for mobile web and desktop display after implementing header bidding. Smart Yield aims to bring this degree of success to mobile in-app publishers.

"Header bidding puts control back into the hands of publishers," Bill Alena, chief revenue officer of social app publisher The Meet Group, said. "As the digital ecosystem evolves, it's important for us to maintain a level of transparency and efficiency in order maximize yield and support our high standard of consumer experience."

Source:
Campaign Asia

Related Articles

Just Published

18 hours ago

40 Under 40 2024: Hajar Yusof, Naga DDB Tribal

Hajar’s initiatives reflect her commitment to innovation, diversity, and leaving a lasting legacy in the industry.

18 hours ago

Moo Deng says hands off unless you’ve washed up

Lifebuoy’s new campaign introduces a fresh face in hand hygiene, pairing AI with playful reminders to help keep those paws—er, hands—clean.

19 hours ago

The CMO's MO: Hyatt's APAC marketer on the power of ...

"Focus means saying no to 100 good ideas and saying yes to the great ones." Hyatt’s Tammy Ng shares how lessons from Steve Jobs and James Dyson are guiding her approach to personalising guest experiences.

19 hours ago

Trump’s victory isn’t just America’s crisis—it’s a ...

Make no mistake—2024’s US election was a calculated exercise in marketing from beginning to end, revealing a striking alignment with the very principles that drive our industry.