Jordan Mitchell, Rubicon Project, VP product, discusses how publishers can use algorithms to boost revenue, including real-time advertising solutions, and which targeting criteria to use to boost fill-rates. Rubicon’s Mitchell maps out his company’s approach to aggregating advertiser demand and matching this to publishers’ audiences. Namely, how awarding an impression to the highest bid does NOT always equate to the most revenue for publishers.
Scarcity of advertiser demand is a key consideration, he argues.