Yield management is an approach to maximizing revenue when a business has a fixed, perishable resource and can segment customers into groups willing to pay different prices for the same resource. In airlines, a seat is “perishable” as the revenue potential disappears once the flight has flown. From an advertiser perspective, yield management is the ideal model: place the right ad in the right program against the right target at the right price. In concept, it’s the same as selling airline seats, but on the buy side.
