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Interview With YieldBuild Founder and CEO Paul Edmondson
by Allen Stern on September 12th, 2008
We have written about all of the new publisher advertising optimization services including YieldBuild, Rubicon and PubMatic. These services use slightly different techniques to help you make more money from your advertising by optimizing the ad layout, design and which ad networks you should work with based on your type of site.
We covered YieldBuild when they launched their private beta last October. While in San Francisco I met with co-founder and CEO Paul Edmondson to get an update on where the service is today. We also speak about the online advertising industry and ad pricing. Here’s our discussion:
We tried all three of them a few months ago, but found that Google alone still outperformed all of them. I found that yieldbuild in particular produced a weird user experience since they try variations of color and placement which can be jarring for users that see the same page with ads that keep changing.
Just my experience.
Thank you, Allen, for coming by our office and posing some insightful questions to Paul. We enjoyed the interchange and appreciate that you’ve shared it with your readers.
Justin – YieldBuild’s system does have a training period in which various layout and format permutations are tested, the performance of which is continually recorded in order to arrive at a set of optimized layouts. During the testing period, two things are common: you see lots of funky ads, and performance takes a temporary hit. We are have recently refined the way in which color palettes are selected, but the training period will still almost always underperform.
After the training period is over, our customers typically see a significant improvement in their performance and a much more stable set of formats and layouts (the funky ones will usually have weeded themselves out by this point).
At any rate, thank you for trying us out. We’ve made some big improvements recently and our clients’ performance is reflecting that.
Thanks Allen,this is my firsttime of hearing of them.Yieldbiukd sounds intresting.