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 programmatic
Why it creates revenue leakage when done too early
The guardrails, rate cards, deal desks, and segmentation you need first
How algorithms and marketplaces can react in unexpected ways
When dynamic pricing does make sense
The risks of outsourcing dynamic flooring to SSPs or intermediaries
Dynamic 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
