James Deaker, Ph.D.
@jamesdeaker
The Yield Doctor Helping Digital Media Companies make more money
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Retail Media Networks grow in predictable stages: Launch → Validate → Optimize → Expand → Scale with Data The mistake is treating all 5 like Stage 1. Here’s the framework I use with clients youtu.be/gizP7FKBLr8
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Retail Media Networks Grow in Predictable Stages — and Each One Has a...
I started my channel to explain the fundamentals of digital media yield management. I’ve finally pulled all my Digital Media 101 content into one place — with short written summaries, not just videos. If you’re new to yield, this is the place to start. korukeamedia.com/digital-advert…
Danilo Tauro on Retail Media Networks, and why ROAS isn't enough: youtu.be/tWPy7UWR9qA
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Retail vs Commerce Media Networks: Growth, Data & AI with Danilo Tauro
Dynamic Pricing in Digital Advertising is an abused technique by publishers- it should be one of the last things you do, not one of the first: youtu.be/RBnD486PTl0
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Dynamic Pricing - An abused technique
Admonsters just released an article by @lynneluvah “AI in Ad Tech: Is It Evolution, Revolution, or “Too Early to Tell”? based on my talk at the @AdMonsters Austin Here is the article: admonsters.com/ai-in-ad-tech/ And here is the video: youtu.be/vyS0wrApOeg
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AI in Ad Tech - Evolution vs. Revolution
Rarely do you get to hear how an ad business is built from scratch inside a non-media company. I sat down with Shane Dwyer, Head of Sales for @lyft Ads, to talk about how they turned ride data and intent into a new advertising platform. youtu.be/UaysfoGjfKI
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From Zero to One: How Lyft Built Its Advertising Business with Shane...
Ari Paparo’s new book Yield isn’t just history—it’s a playbook. 📖 I pulled out 4 key lessons every yield analyst needs to know. Quick takeaways → big impact for anyone in ad tech. 🎥 Watch here: youtu.be/9RPXAar-NBA #AdTech #Pricing #YieldManagement
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Yield Book - 4 Lessons
Pricing in digital media isn’t easy—grateful to see the work recognized. Honored to receive the Media & Telecom Pricing Award at #PricingWeek! Thanks to @ChrisHerbertSV, @PricingWeek, and the SV Pricing team for the recognition.
What do LinkedIn Ads and SaaS subscriptions have in common? More than you think. I spoke with Jan Pasternak (ex-LinkedIn, Zoom, DocuSign) about the lessons he’s learned building pricing strategy across industries. 🎥 Watch here: youtu.be/aQwc8y4fY7s
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Pricing Lessons from LinkedIn, Zoom & DocuSign | Jan Pasternak...
Airlines mastered yield management decades ago. Digital advertising? Still making it up as we go. 🤯 Too many formats. Hidden fees. No transparency. Here’s why ad tech struggles—and what we can steal from the pricing pros. youtu.be/WHOke1raY_0
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Airlines Mastered Yield. Why Can’t Digital Ads?
New Video: I review Ari Paparo’s new book Yield — “How Google Bought, Built, and Bullied Its Way to Advertising Dominance.” Who should read it, what themes stand out, and what it means for ad tech & publishers. ▶️ youtu.be/C_Yym-Xf_6w
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Book Review: Yield by Ari Paparo
Blind vs. Transparent Ad Networks — which is better for publishers & advertisers? I break down the models, the $100 spend flows, and what each means for trust & revenue. youtu.be/jS2gM5hEOQ8
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Blind and Transparent Ad Networks
Ad tech vendors say never lower your price floors. Here’s why testing lower floors can unlock hidden demand & boost long-term yield. youtube.com/watch?v=6St2U8…
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Lower Price Floors to see more Demand
Worried about advertisers cherry-picking your best inventory? 🍒 In this video, I explain when to worry, when not to, and how to protect your revenue. Watch here: youtu.be/6BEdAjrKmi4
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Cherry Picking in Ad Tech: What It Is and How to Protect Your...
Are you measuring the right things in your Deal Desk? Some metrics should be monitored—but NEVER used as goals. Here’s why chasing the wrong number can hurt more than help: 🎥 youtu.be/gYMcrNUtKmY #DealDesk #AdOps #YieldManagement #B2BMarketing
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Goldilocks Metrics: Avoiding the Deal Desk Optimization Mistake
End-of-quarter discounts might boost short-term revenue—but at what long-term cost? Here's how pulling demand forward can trap your business: youtu.be/nDz4j8JQmAs #PricingStrategy #Sales #RevenueGrowth #TheYieldDoctor
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The Discounting Trap: How Pulling Demand Forward Breaks Your Business
What do CMOs really care about in media buys? Metrics, impressions, creative fit—Lauren Weinberg (ex-CMO at Peloton & Square) breaks it all down. A must-watch for publishers. 🎯 📺 youtu.be/R9tMMsocxMo
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Lauren Weinberg - CMO Scorecard
In 2007, Yahoo, AOL, and Microsoft used a tool called Rapt to optimize rate cards in real time. Today that software is gone—and no one has replaced it. I explain why Rapt disappeared, nothing has filled the gap, and what it would take for a new solution. youtu.be/0l6my0ep_cw
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What Happened to Publisher Pricing Software?
Lots of hype. Not enough detail. I asked iOPEX CDO Nagarajan Chakravarthy where AI is actually changing digital ad operations — and what still needs human judgment. Watch the full interview: youtu.be/ysQMBmTIaYQ #AdTech #AI #Programmatic #YieldDoctor
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How AI Is Actually Changing Ad Operations — with Nagarajan Chakrava...
Is your rate card based on strategy—or habit? I partnered with @AdMonsters to share 3 things every publisher should assess before updating prices. It’s a quick watch, and it might just save you from a costly mistake. 📽️ Watch: admonsters.com/a-smarter-rate… #adtech #ratecard
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