Why is yield management so much harder in digital advertising than in airlines or hotels?

In this video, I break down why pricing and yield management in digital media is uniquely complex — from the explosion of ad formats, currencies, and targeting options, to the lack of market transparency and the fragmented supply chain.

You’ll see:

A real-world example using the Yahoo homepage

How auctions, banners, video, native, and affiliate deals fit together

Why price response in advertising differs so much from airlines

What publishers and ad tech companies can learn from the broader pricing industry

I first shared these ideas at Pricing Week, a conference for pricing professionals — but I’ve reworked them here specifically for publishers, ad tech teams, and anyone working in digital media.

👉 Even if you’re an expert in digital advertising, you’ll want to stay until the end, where I highlight what our industry can learn from the discipline and rigor of traditional pricing teams.

About me

I’m James Deaker — The Yield Doctor. On this channel, we explore frameworks, stories, and strategies that help publishers and ad tech companies unlock more value from their inventory.

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