The Yield Doctor with James Deaker

The Yield Doctor with James Deaker
Podcast Description
Improving Yield Management in Digital Media
Podcast Insights
Content Themes
The podcast focuses on various themes related to yield management and digital media, including video advertising strategies, pricing models, and programmatic advertising trends. Examples of episodes include interviews with industry leaders discussing best practices for pricing new products and lessons learned from implementing programmatic advertising.

Improving Yield Management in Digital Media
What Do CMOs Really Care About? | A Candid Conversation with Lauren Weinberg
What does a CMO actually look for in a media partner? And what publisher metrics matter… or don’t?
In this exclusive interview, James Deaker (The Yield Doctor) sits down with Lauren Weinberg—former CMO at Square and Peloton, and co-author of Self-Made Boss—to explore how top marketing executives make media investment decisions.
Lauren shares tactical insights on:
✅ How CMOs evaluate publisher performance
✅ What drives budget shifts mid- and post-campaign
✅ The role of MMM, MTA, and incremental ROI
✅ Why impressions and CPMs may not mean what you think
✅ What actually sets a media pitch apart
Whether you’re a publisher, ad tech pro, or just trying to understand how to win a marketer’s trust, this is a must-watch conversation.
🔗 Connect with Lauren: https://www.linkedin.com/in/laurenweinberg13/
📘 Her book: Self-Made Boss
Chapters
0:00 – Introduction: What CMOs value in publishers
0:56 – Audience fit and planning considerations
2:22 – Metrics that matter: Performance vs. brand campaigns
4:48 – How brand media impacts lower-funnel performance
5:30 – Mid-flight vs. post-campaign optimization
7:49 – Decoding MMM and MTA
8:30 – Publisher metrics: What’s meaningful vs. table stakes
10:14 – Disconnects between CMOs and publishers
12:03 – Do CMOs care about “premium” publishers?
13:06 – Custom ad formats: Barrier or opportunity?
15:10 – A winning pitch: Peloton × Twitch case study
17:30 – CPMs vs. ROI: What really matters
19:05 – The reality of measuring incremental ROI
20:25 – Wrap-up and how to follow Lauren

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