AOL said Smart Yield seeks to address in-app monetization. By contrast, other ad tech firms and Facebook, for example, have focused on header bidding for desktop and mobile web.
AOL said Smart Yield will enable mobile publishers and app developers to bypass the traditional waterfall and get the full value of an app’s audience. It added Smart Yield offers server-to-server and client-side hybrid mobile header bidding solutions.
Smart Yield is available in beta globally to mobile publishers and app developers using AOL’s programmatic mobile supply-side platform ONE by AOL.
Pat McCormack, AOL's vice president, publisher sales, said desktop-based header bidding has improved revenue opportunities for digital publishers and Smart Yield wants to bring the same benefits in-app.
“It supports app developers and mobile publishers" by ultimately helping them "maximize monetization and get the full value of their audience,” he said.
The thinking is that when there is more bidding competition, there will eventually be more revenue and higher CPMs for publishers. McCormack said Smart Yield eliminates the latency associated with multiple monetization partners.
AOL said the new product offers a unified auction across first- and third-party demand, a transparent marketplace and visibility into the auction outcome.