Publicis Adopts ‘Yield Management,’ Will Utilize System For Cross-Internet Media Buys

IN A MOVE TO CREATE greater “transparency” in its purchases of digital media, Publicis Groupe Media this morning announced a deal to incorporate “yield management” systems developed by Rapt Inc. The deal gives Publicis media and interactive agencies a dashboard like system to look across the inventory and pricing strategies of various media sellers they are negotiating with. “For example, a publisher will be able use Rapt Information Services to analyze historic and expected demand for video advertising and proactively align their pricing and inventory strategies to better serve the market,” the companies said.

MediaPost Publications - Publicis Adopts ‘Yield Management,’ Will Utilize System For Cross-Internet Media Buys - 02/08/2008