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."

Related Articles

Just Published

1 day ago

How to prepare for hybrid commerce: Chinese ...

As consumers seamlessly hop between physical and online, brands are expected to provide real-time stock information and personalised experiences across all of their touchpoints. But they must demonstrate a value exchange to consumers to collect the data they need.

1 day ago

Data shows brands don’t need social media accounts ...

Data from a Jing Daily report shows that luxury brands no longer rely on their own social media accounts in China with more engagement relying on KOLs.

1 day ago

Apple debuts 2022 Chinese New Year film (clear some ...

The company's offering for this year is a 23-minute epic—shot on iPhones—about the making of an epic film within the film, also shot on iPhones.

1 day ago

How women’s health brands communicate on social ...

Female founders of women’s health brands say censorship makes it challenging to properly address women’s concerns.