English Spanish French German Dutch Hindi
Ad Yield Management Course → Ad Yield Ops 105 → Reviewing Test Results

Ad Yield Ops 105: Reviewing Yield Test Results

Learn how to review your yield test results and what exactly to do based on your results.

 

 

Lesson Overview + Resources:

In this lesson, we'll take the next step in yield testing by discussing how to break down your results. This includes: 

  • Standard success rates
  • Yes or No Tests vs. Lever Identification Tests
  • Implementing winning yield tests

Here are additional resources pertaining to the lesson above:

Read the Transcript:

Now, let’s talk about what to do after your tests are finished.

First, DON’T BE SURPRISED BY LOW SUCCESS RATES.

Yield operations is all about finding the hidden gems. The majority of tests you run won’t bear any fruit, but the ones that do can have a huge impact on your revenue. So, don’t be surprised if as few as 10% of your tests are considered “winners”. This is totally normal.

Now let’s talk about IMPLEMENTING WINNERS INTO YOUR STANDARD PROCESSES.

When running tests, you’ll find that tests which show positive results can be grouped into two categories:

First, there are “Yes or No Tests”. Some tests, like say setting bidder order, basically generate a “yes” or “no” style answer (for example, Does putting Bidder X at the top of the bidder order consistently improve revenue?). Implementing these tests into your standard process can be done quickly by changing your set-up once you see consistent performance improvements on a single or multiple tests.

Then there are what we refer to as “Lever Identification Tests”. These tests, on the other hand, will help you identify that changing a specific lever is indeed a good way to influence revenue (for example. Does changing the timeout window that you allow for each bidder to respond with a bid influence revenue?). In this case, you may find that changing that number does, in fact, influence revenue. Now your job is continued testing with many different numbers in that slot in order to find just the right number to maximize revenue before implementing it as standard practice. This process can take a long time, and having machine learning and AI algorithms that can determine it for you sure shortens the learning curve.