Yieldlab expands SSP with agency-specific functionalities and wins Publicis Media for “Yieldlab Direct Connect” (YDC)

Yieldlab, the leading sell-side platform provider from the virtual minds group, has repositioned its SSP. With innovative functionalities that make programmatic deal management easier for large agencies in particular, the Hamburg-based ad tech specialist is breaking down traditional programmatic silos and bringing the supply and demand sides closer together within its platform. Yieldlab has now gained Publicis Media as a further partner for its “Yieldlab Direct Connect (YDC)” solution. The German subsidiary of one of the world’s largest media agency networks is now using the agency-specific extension of the Yieldlab SSP platform to handle its programmatic media buying from the premium publishers and marketers connected to Yieldlab even more effectively.

The progressive differentiation of prices, formats, KPIs and technologies of customers is increasing the number of deals per publisher. As processing usually takes place via various DSP seats, complexity is increasing and negative side effects such as susceptibility to errors, confusion and an increased need for information on both the agency and publisher side are intensifying.

To effectively meet these challenges, Yieldlab has developed Yieldlab Direct Connect (YDC), a technical solution that enables optimized programmatic deal handling. To this end, demand partners within the Yieldlab SSP were given the opportunity to set up their own supply instance. The marketers’ inventory or parts of it are mirrored in this curated account. The agency has full technical access to all integrated supply partners and independently configures the rules for deals with internal and external demand partners and their DSPs. In addition to central deal management, the system’s comprehensive services include the option of cross-DSP inventory and campaign refinement with data from the demand and sell side as well as powerful bid protect (cross-DSP protection against self-second pricing).

On the publisher or marketer side, no further technical integration is required for YDC-based deal management with the agency. The supply side continues to have full control over its inventory management and the monetization of its media volumes.

With YDC, whose scope of services will be continuously expanded, Yieldlab is responding to the growing demand for efficiency layers in the programmatic ecosystem and underlining its pioneering role in innovations at the interface of demand and supply side.

“YDC fits perfectly into our Supply Path Optimization strategy. The solution enables us to use the individual deals for our programmatic customer campaigns even more effectively,” explains Christian Waurich, Director Programmatic Supply Publicis Media. “Yieldlab is thus making a significant contribution to the further development of campaign management in programmatic marketing.”

And Dirk von Borstel, CEO Yieldlab, says: “We need to move away from the current technological silos towards holistic system optimization approaches if we want to successfully develop programmatic as a digital marketing system. We are therefore delighted that we have been able to win Publicis Media as a partner for YDC. This is a strong signal and shows that we are on the right track with our product strategy of further developing the programmatic channel holistically with integrative solutions that benefit all sides of the market. This not only creates further growth opportunities for our publisher customers, but also enables us to meet the increasing demands of the demand side for programmatic.”