The return or output generated from a marketing investment, audience, channel, or campaign.
A broad efficiency concept used to compare resources invested with results produced.
Short and sweet:
The return or output generated from a marketing investment, audience, channel, or campaign.
A broad efficiency concept used to compare resources invested with results produced.
See also: Return on Investment, Conversion Rate, Revenue
Yield measures the actual return generated from an available resource, most often ad inventory, expressed as the revenue earned relative to what could theoretically have been sold at full value. Publishers use yield management to decide how to price and allocate ad space across direct deals, programmatic auctions, and house ads so that inventory doesn’t go unsold or get sold too cheaply. Improving yield is less about selling more ads and more about extracting more value from the traffic and space a business already has.
A publisher running programmatic display ads constantly monitors yield, adjusting pricing floors to squeeze more revenue out of the exact same pool of impressions.
An email marketer comparing two subject lines might describe the winning version as producing a stronger return, since it generated more clicks from an identical list size.
Airlines apply the same logic to seat pricing, treating each flight’s revenue per available seat as a number they can optimize by adjusting fares as departure day approaches.
