About AdYield Labs
AdYield Labs is an independent company working in digital advertising and programmatic advertising.
The company grew out of years of working around advertising technology, monetization and the systems that sit behind digital advertising. Programmatic advertising has grown into a bigger component of the industry over time, owing to the increased number of platforms, technology, methods for trading advertisements, and decision making required in setting up advertising.
We started AdYield Labs because we felt that understanding what is actually happening inside these systems matters.
A revenue number on its own does not always tell you much. The same applies to a dashboard, a platform or a particular advertising solution. There is usually something behind the result — the way the setup is configured, the demand coming into it, the inventory being sold, the auction, the operations around it or simply a decision that needs to be looked at again.
That is the way we prefer to approach our work.
At the present , AdYield Labs works with publishers and advertisers in the ecosystem of digital advertising. Additionally, we offer training for professionals and individuals wishing to start their career in the field of programmatic advertising.
The Story Behind AdYield Labs
AdYield Labs did not start with the idea of building another technology company or putting together a long list of advertising services.
It came from experience.
Being in digital advertising involves working across multiple platforms, systems, and people simultaneously. The action taken within one system can have repercussions elsewhere. An action that is appropriate from a local perspective might give rise to very different outcomes once it starts executing within the context of digital advertising.
Through experience, we became aware of how easily this could happen—the technology itself becoming the main focus, with the underlying problem becoming secondary.
This resulted in an approach to working which consists of understanding the situation before taking action.
Sometimes the problem will require changing the technology. Sometimes it will require fixing the operations. Sometimes there will need to be a platform change. And sometimes there simply should be no change at all.
We believe those decisions should be based on what is actually happening rather than on a standard solution being applied to every situation.
That thinking became the foundation of AdYield Labs.
The Experience Behind AdYield Labs
The professional experience of AdYield Labs dates back to 2012.
Through the years, this experience included the areas of digital advertising, programmatic environments, monetization and ad operations. Also included in this experience was the exposure to various sides of the advertising industry and learning how publishers, advertisers, tech platforms and monetization teams work together.
Professional experience of the company includes companies like Zee Media, The Tribune, Network18, Times Internet, Huella and AdCounty.
It’s only possible to learn something by operating in various advertising environments. You see how systems behave when they are actually being used. You see the problems teams run into. You also see how a decision made at one stage can affect the result somewhere else.
That experience has shaped how we look at programmatic advertising today.
We don’t see it as a collection of separate platforms. We see it as a connected environment where technology, people, inventory, demand, data, pricing and operations all have a role to play.
Meet the Founder
Tanvi Singh is the founder of AdYield Labs.
She has a professional background in digital advertising and monetization, including experience with publisher, demand partners, and monetization teams. This has included strategy, implementation, and advertising operations. abouts us page content
Her practical experience played an important role in creating AdYield Labs.
This was never intended to be about making advertising technology more complex than it already is. Instead, it was all about understanding the technology and the business challenge and then deciding what made sense for the specific situation.
AdYield Labs remains founder-led for the same reason. The experience behind the company is still closely connected to the work being done for clients and trainees.
How We Look at Programmatic Advertising
The sphere of programmatic advertising includes not only one platform.
There are publishers and advertisers, but there are also SSPs, DSPs, exchanges, ad servers, auctions, targeting systems, data, pricing and operations that guarantee smooth workflow.
All these elements perform different functions. But at the same time, each element does not function separately from other ones.
For example, the income of a publisher can be affected by the demand, inventory, pricing, auctions, technology stack and approach to advertising. The success of a campaign can be influenced by the audience, inventory, approach to buying and management of campaigns.
This is also an industry that keeps changing.
Connected TV and programmatic video are helping video ad opportunities become available through technology-enabled advertising. The publishers and advertisers have adapted themselves to cope with shifts in privacy, measurement, platforms and consumer behavior. New technologies and new media buying/selling mechanisms continue to emerge.
That is the reason we prefer to have an understanding of the entire ecosystem rather than focusing on just one metric or one platform.
What We Believe
Consider the Starting Point
Every situation is different. In order to make a recommendation, we first need to understand the starting point, what works and where the true problem really is.
Don’t Fixate on the Numbers Alone
Money makes sense. Campaign performance metrics like revenue, campaign success, fill rate, CPM and others should be considered too. Yet an isolated metric often says very little. We consider what lies beneath the numbers.
Go Bigger Than Just What Is Obvious
An adjustment which solves an immediate problem might not be a good long-term solution. Advertising technology needs to be integrated within the larger business picture.
Keep It Simple and Actionable
Programmatic advertising is complicated enough. It is not our job to complicate it further. We make sure our recommendations are clear and actionable.
Don’t Be Afraid to Challenge the Status Quo
Just because things have always been done a certain way doesn’t mean they always should. We are comfortable looking at existing processes, assumptions and technology and asking whether they still make sense.
From Experience to Education
Our work in programmatic advertising also led naturally into training.
There are many individuals who are interested in learning more about programmatic advertising but are finding it challenging to know how to begin their journey. The field of programmatic advertising is filled with many terms, platforms, and processes that can be challenging for someone to comprehend simply by reading about them.
Our training is built around that practical side of the industry.
Programs cover areas such as programmatic advertising, advertising systems, monetization, ad operations and Google Ad Manager. We also provide training around CTV advertising. The aim is to help people understand not only the terminology, but how the different parts of the ecosystem work together in real situations. Programmatic Training _ Program… Google Ad Manager Course & Trai…
Training is available for people looking to enter the field as well as professionals and teams who want to build their existing knowledge.
Where AdYield Labs Is Going
Though AdYield Labs has been growing, its core concept remains unchanged.
We aim at creating a firm which would perceive the world of digital advertising from several perspectives. This means keeping in touch with publishers and advertisers, being aware of new technologies in the sphere of advertising and educating people about the way it really functions.
Programmatic advertising will keep on evolving.
What matters is being able to understand what is changing, why it matters and what should actually be done about it.
That is what we want AdYield Labs to be known for.
Let's Talk
Whether you are a publisher looking at your advertising setup, an advertiser planning a programmatic campaign, or someone looking to learn more about the industry, you can get in touch with us.
Email: contact@adyieldlabs.com
Phone: +91-9899068784