Definition
Yield optimization is a technique utilized by ad servers to improve the performance of a given advertiser creative. In this technique the ad server tries to identify publisher impressions which are working well as per campaign parameters from the impressions that are not. It then tries to place more and more creatives on the impressions that are working and less on the ones which are not. Eventual goal is to place all creatives on the impressions which are working well. Yield optimization could be as rudimentary as tracking CTR (click through rate) for a given site and optimizing creatives based on it. On the other hand it could be as sophisticated as feeding a host of campaign specific parameters, like time of the day, publisher, ad size, geographical location, channel, price etc, into a machine learning system and letting the machine make the decision based on all those parameters about creative placement.
What you need to know about yield optimization: There are a couple of things you need to know about yield optimization:
