The Yield Doctor with James Deaker

Retail Media Networks Grow in Predictable Stages — and Each One Has a Trap

Retail Media Networks (RMNs) don’t grow in a straight line.In this video, I break down the predictable stages of growth that every Retail Media Network goes through — from early launch momentum to scaled, complex operations — and, more importantly, the challenges and traps that tend to appear at each stage.My focus here is on Retail Media Networks because they’re the fastest-growing part of our industry right now. But if you’re working at any publisher or platform experiencing rapid growth, you’ll recognize many of these same patterns.I’ve seen these stages play out repeatedly across publishers, platforms, and monetization teams. The specifics change, but the underlying dynamics don’t.In this video, we cover:• The core stages of RMN growth• Why early success often creates future bottlenecks• The operational and pricing challenges that emerge as scale increases• Where teams most often get stuck — and why• How to think ahead so today’s wins don’t become tomorrow’s problemsThis is a framework video — not a set of tactics. The goal is to help you recognize where you are now, and what problems you should expect next, before they catch you by surprise.

Retail vs Commerce Media Networks: Growth, Data & AI with Danilo Tauro

Every publisher wants a bigger slice of ad revenue. In retail, that only happens if you can prove ads drive incremental sales, not just clicks.In this conversation, I sit down with Danilo Tauro (ex–Global Director of Media, Tech & Data at Procter & Gamble; former Head of Product for Amazon Ads; ex–GM of Uber Eats Advertising; now Managing Partner at Cardigraphy AI) to unpack how retail media networks (RMNs) and commerce media networks (CMNs) really grow.We cover:The difference between retail media and commerce media – and why RMNs are a subset of CMNsWhere each model has the “right to win” and how to break through growth plateausThe next wave: off-site, CTV, sponsorships, and data productsWhy ROAS alone is a terrible North Star and how to think in terms of incrementality, margin, and LTVHow to build smarter data partnerships and clean room strategiesBuild vs buy: where to differentiate, where to partner, and how to keep your stack modularWhere AI is actually being used today in retail and commerce media (creative, optimization, and beyond)If you work on a retail media network, commerce media network, or you buy media from them, this is a deep dive into the strategies and trade-offs that will matter over the next few years.I’m James Deaker, The Yield Doctor. I advise publishers, app developers, and ad tech companies on yield, pricing, and operations. If you’d like help applying these concepts to your business, feel free to reach out.

Dynamic Pricing - An abused technique

Dynamic pricing is one of the most overrated tactics in programmatic yield management—not because it doesn’t work, but because most teams try it far too early. In this video, I break down why dynamic pricing often backfires, the risks you need to understand, and the foundational yield management practices you must have in place before you even think about changing floors dynamically.We cover:What “dynamic pricing” actually means in programmaticWhy it creates revenue leakage when done too earlyThe guardrails, rate cards, deal desks, and segmentation you need firstHow algorithms and marketplaces can react in unexpected waysWhen dynamic pricing does make senseThe risks of outsourcing dynamic flooring to SSPs or intermediariesDynamic pricing can work—but only when your strategy is mature, your data is strong, and your product hierarchy is crystal clear. Otherwise, it becomes a random walk that can damage your brand, your PMPs, and your long-term revenue.If you’re facing these challenges, this is exactly the kind of work I do with clients.—James Deaker, The Yield Doctor

AI in Ad Tech - Evolution vs. Revolution

AI isn’t sweeping through digital media in one big wave. It’s reshaping ad operations in three very different ways — evolutionary changes, true revolutions, and a whole category of “too early to tell.”In this session (recorded at AdMonsters Austin), I break down what each category actually means for people working inside publishers, platforms, and ad-tech companies. We look at:👉 Evolution:Incremental changes in areas like ad serving mechanics, forecasting, segmentation, and dashboarding — where years of machine-learning investment mean AI is an accelerator, not a shock to the system.👉 Revolution:Where the real disruption begins — from creative generation at massive scale to workflow compression, execution agents, and client-facing automation. I also explain why protocols like MCP and AdCP matter for the next layer of advertising infrastructure.👉 Unknowns:The risks no one is fully prepared for yet: arms races with fraud, black-box behavior, agent-to-agent collusion, and the digital-advertising equivalent of “50 Waymos blocking a cul-de-sac.”Whether you run ad operations, revenue operations, or sales operations, this talk will help you understand:– Where AI will quietly streamline your world– Where it will fundamentally change roles and workflows– And where you’ll need guardrails, oversight, and real human judgmentIf you’ve got thoughts, pushback, or examples from your own org, drop them in the comments — I always reply.— James (“The Yield Doctor”)

From Zero to One: How Lyft Built Its Advertising Business with Shane Dwyer

Rarely do you get to hear from someone who built an entire advertising business from the ground up — inside a company that wasn’t even known for ads.In this episode, James Deaker (The Yield Doctor) talks with Shane Dwyer, Head of Sales for Lyft Ads, about how Lyft created a thriving advertising ecosystem from scratch — from its first in-app placements to national brand campaigns.Shane shares what it takes to launch and scale a media business inside a non-media company — the challenges, lessons, and innovations that made it work.In this conversation:The origin story of Lyft Ads. - Turning ride intent and destination data into a unique first-party signalHow Lyft balanced rider experience with monetizationThe unconventional cost-per-ride pricing modelWhat’s next — from programmatic expansion to international growthBuilding culture in a startup-within-a-company environment🎧 Whether you’re in ad ops, retail media, or digital strategy, this is a masterclass in how to build an advertising business from zero to one.📍 Guest: Shane Dwyer, Head of Sales, Lyft Ads📍 Host: James Deaker – The Yield Doctor📍 Topics: ad tech | commerce media | programmatic | pricing | yield management

Yield Book - 4 Lessons

What can yield analysts really take away from Ari Paparo’s new book Yield?This isn’t a book review — it’s about the gold inside the book that every pricing or yield analyst should highlight and study. In this video, I break down 4 key lessons that will make you sharper and faster in digital advertising yield management.If you’re new to the industry, or even if you’ve been around a while, these insights will help you connect the dots between theory, practice, and results.Related: The book review of this book: https://youtu.be/C_Yym-Xf_6w

Jan Pasternak

Airlines Mastered Yield. Why Can’t Digital Ads?

Why is yield management so much harder in digital advertising than in airlines or hotels?In this video, I break down why pricing and yield management in digital media is uniquely complex — from the explosion of ad formats, currencies, and targeting options, to the lack of market transparency and the fragmented supply chain.You’ll see:A real-world example using the Yahoo homepageHow auctions, banners, video, native, and affiliate deals fit togetherWhy price response in advertising differs so much from airlinesWhat publishers and ad tech companies can learn from the broader pricing industryI first shared these ideas at Pricing Week, a conference for pricing professionals — but I’ve reworked them here specifically for publishers, ad tech teams, and anyone working in digital media.👉 Even if you’re an expert in digital advertising, you’ll want to stay until the end, where I highlight what our industry can learn from the discipline and rigor of traditional pricing teams.About meI’m James Deaker — The Yield Doctor. On this channel, we explore frameworks, stories, and strategies that help publishers and ad tech companies unlock more value from their inventory.If you found this useful, don’t forget to like, subscribe, and share it with your team.

Book Review: Yield by Ari Paparo

In this video, I review Ari Paparo’s new book Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance.As “The Yield Doctor,” I’ll share my perspective on:Who should read this bookThe key themes and stories insideWhat it reveals about Google’s rise to power in ad techLessons that publishers, ad ops teams, and ad tech professionals can take awayIf you work in digital advertising, ad tech, or publishing, this book (and my take on it) will give you valuable context on how we got here—and what it means for the future.👉 Subscribe for more content on yield management, ad tech strategy, and revenue growth for publishers.

Blind and Transparent Ad Networks

Some of the biggest names in digital media still run blind ad networks—and advertisers keep buying. But why? In this video, I break down the differences between blind vs. transparent ad networks, showing how each model works, what advertisers see, and why publishers and network owners choose one over the other.You’ll learn:The key attributes of blind ad networks (and why definitions are shifting)How margins, transparency, and business models differExamples of $100 advertiser spend flows in blind vs. transparent setupsWhy some tech, retail, and social platforms succeed with blind networksHow publishers unintentionally create blind networks when extending audiencesWhat to consider when deciding which model fits your strategyWhether you’re a publisher, ad network operator, or ad ops professional, this video will help you understand how these models impact trust, revenue, and long-term success.I’m James Deaker, The Yield Doctor. I’ve spent 20+ years helping publishers and platforms maximize yield through pricing, ad operations, and marketplace strategy. If you’re grappling with blind vs. transparent networks—or want tailored advice for your business—this is exactly what I do.👉 Drop your thoughts in the comments, and subscribe for more insights on pricing, yield management, and ad tech strategy.📺 Related video: https://youtu.be/qaSuicw9DIs