Скачать или смотреть Yield Management in Digital Media: What Publishers Can Learn from Airlines

What do airlines and websites have in common? They both manage inventory and pricing to maximize revenue—but the similarities end there.

In this video, I explore the evolution of yield and revenue management, from its airline industry roots to its modern-day role in digital media. You’ll learn why impressions are the new airplane seats, how eCPM mirrors ticket prices, and what makes digital ad pricing more complex and sensitive than traditional models.

📈 Whether you're in ad ops, sales, or product, understanding these revenue dynamics is key to running an efficient digital advertising business.

🔍 What you’ll learn:

The difference between yield and revenue management

How digital media compares to airline industry models

Why pricing in ads isn’t as flexible as it seems

Key levers of modern digital revenue management

Real-world tactics used by media publishers

00:00 Introduction – Yield & Revenue Management
00:41 Yield Management Origins: Airlines & Hotels
01:38 The Conditions for Yield Management
02:50 Airline Example vs. Digital Media
03:38 Ad Impressions as Inventory in Digital
04:34 eCPM as Digital Pricing Equivalent
05:06 IAB’s Broader Industry Definition
06:04 Key Differences: Airlines vs. Digital Media
07:21 Price Impact: Budget Limits in Digital
08:01 Buyer Behavior: Who Books Last
08:43 Sales Channels: Automated vs. Hand-Sold
09:20 Digital Media Revenue Management Tactics
10:42 Summary & Closing Thoughts