{"id":28032,"date":"2021-04-16T09:19:21","date_gmt":"2021-04-16T07:19:21","guid":{"rendered":"https:\/\/yieldbird.com\/?p=28032"},"modified":"2024-07-22T19:27:12","modified_gmt":"2024-07-22T17:27:12","slug":"programmatic-pricing-determinants-of-the-final-price-of-ad-impression","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/programmatic-pricing-determinants-of-the-final-price-of-ad-impression\/","title":{"rendered":"Programmatic Pricing: Determinants of the Final Price of Ad Impression"},"content":{"rendered":"\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\"><strong>Every commodity has its sellable price. Looking at Programmatic Advertising from the perspective of Publishers and pricing, the commodities they sell are advertising space, or more precisely &#8211; ad impressions. So how do we address the questions: &#8220;Is the price of my commodity an optimal price?&#8221;, and &#8220;What are the factors influencing this price?&#8221;<\/strong><\/span><strong><span class=\"has-inline-color has-black-color\">?<\/span><\/strong><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">As we know, Programmatic Advertising was initially based solely on the Auction Model. In this model, the price was shaped by the so-called AUCTION PRESSURE of bidding buyers (Advertisers). This took place as a part of an Open Auction, one where any buyer who had adequate access to the right tools (DSP) could participate in the auction.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">In such a &#8220;pure environment&#8221; where the Publisher issued Programmatic on a given inventory, the final price was arrived at by auction pressure on the part of Advertisers (in other words: by their willingness to pay), and it was also possible to influence its final value by applying minimum prices. <\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<!-- Begin Mailchimp Signup Form -->\n<link href=\"\/\/cdn-images.mailchimp.com\/embedcode\/horizontal-slim-10_7.css\" rel=\"stylesheet\" type=\"text\/css\">\n<style type=\"text\/css\">\n\t#mc_embed_signup{background:#fff; clear:left; font:14px Helvetica,Arial,sans-serif; width:100%;}\n\t\/* Add your own Mailchimp form style overrides in your site stylesheet or in this style block.\n\t   We recommend moving this block and the preceding CSS link to the HEAD of your HTML file. *\/\n<\/style>\n<div id=\"mc_embed_signup\">\n<form action=\"https:\/\/yieldbird.us7.list-manage.com\/subscribe\/post?u=0a65a0626fcc516279eb5d544&amp;id=53c5dbaf01\" method=\"post\" id=\"mc-embedded-subscribe-form\" name=\"mc-embedded-subscribe-form\" class=\"validate\" target=\"_blank\" novalidate=\"\">\n    <div id=\"mc_embed_signup_scroll\">\n\t<label for=\"mce-EMAIL\">Would you like to get the latest AdTech &amp; Digital Marketing news &amp; insights delivered right to your inbox every Friday? Subscribe to The Yieldbird Digest!<\/label>\n\t<input type=\"email\" value=\"\" name=\"EMAIL\" class=\"email\" id=\"mce-EMAIL\" placeholder=\"email address\" required=\"\">\n    <!-- real people should not fill this in and expect good things - do not remove this or risk form bot signups-->\n    <div style=\"position: absolute; left: -5000px;\" aria-hidden=\"true\"><input type=\"text\" name=\"b_0a65a0626fcc516279eb5d544_53c5dbaf01\" tabindex=\"-1\" value=\"\"><\/div>\n    <div class=\"clear\"><input type=\"submit\" value=\"Subscribe\" name=\"subscribe\" id=\"mc-embedded-subscribe\" class=\"button\"><\/div>\n    <\/div>\n<\/form>\n<\/div>\n\n<!--End mc_embed_signup-->\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">At the time of \u201cthe Second Price Auction\u201d, which ended at the end of September 2019, the Advertiser who won the auction paid as much for the page view as the price offered by the second highest bidder + $ 0.01. Therefore, by efficiently managing the minimum prices, it was possible to increase this price by placing it somewhere between the bids offered by the auction winner and the second highest bidder.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">In the &#8220;First Price&#8221; model, the management of minimum prices, as a rule, has the same goal, i.e. selling page views at a rate that would obtain the highest possible revenue (while maintaining the highest value of the space).<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Before we move on to more complicated factors that influence the final value of the advertising space, it is worth pointing to the &#8220;softer&#8221; determinants that we can observe in the &#8220;pure environment of an Open Auction&#8221;.<\/span><\/p>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>The final bid for 1000 impressions may vary depending on:\n<\/strong><\/h2>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\">1) <span class=\"has-inline-color has-black-color\">Scale of traffic (demand &#8211; supply).<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\">2) <span class=\"has-inline-color has-black-color\">The geographic area of the website concerned.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\">3) <span class=\"has-inline-color has-black-color\">Time of year.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\">4) <span class=\"has-inline-color has-black-color\">Advertising product: display, video, in-app.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\">5) <span class=\"has-inline-color has-black-color\">The category of the device from which users enter the site.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\">6) <span class=\"has-inline-color has-black-color\">Indirectly the content of the website &#8211; groups of users interested in the content.<\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"676\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2021\/02\/price-genius-1024x676.png\" alt=\"PriceGenius by Yieldbird\" class=\"wp-image-27158 size-full\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/02\/price-genius-1024x676.png 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/02\/price-genius-300x198.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/02\/price-genius-150x99.png 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/02\/price-genius-768x507.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"has-medium-font-size wp-block-paragraph\"><strong><span style=\"color:#1c3f79\" class=\"has-inline-color\"><a href=\"https:\/\/yieldbird.com\/pricegenius\/\">Price Genius<\/a><\/span><\/strong>: Automated Pricing Strategy Management with 100% Transparency. <\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Instead of Manual Calculations &#8211; Let Data-Driven Algorithms Increase Your Ad Yield.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-left is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-text-color has-background\" href=\"https:\/\/yieldbird.com\/pricegenius\/\" style=\"border-radius:7px;background-color:#ff2450\"><strong>No More Guessing &#8211; Start Now<\/strong><\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:60px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">Scale of traffic (demand &#8211; supply).<\/span><\/strong><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">A situation in which the volume of traffic (page views or ad requests) increases at a given moment with the other factors unchanged. Then we can expect that the greater supply of a commodity will cause its price to fall, in accordance with the theory of supply and demand. So the greater the volume of traffic &#8211; the lower the price.<br><\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">The geographic area of the website concerned. <\/span><\/strong><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">(With some exceptions) any website can be accessed regardless of what region of the world we find ourselves in. Depending on the structure of the traffic which a given website has, the value of its average eCPM level (value of goods in Programmatic Pricing) will be different.<\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"507\" height=\"1024\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2021\/04\/yieldbird-total-ecpm-per-country-1-507x1024.png\" alt=\"\" class=\"wp-image-28074\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/04\/yieldbird-total-ecpm-per-country-1-507x1024.png 507w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/04\/yieldbird-total-ecpm-per-country-1-148x300.png 148w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/04\/yieldbird-total-ecpm-per-country-1-74x150.png 74w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/04\/yieldbird-total-ecpm-per-country-1-768x1553.png 768w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/04\/yieldbird-total-ecpm-per-country-1.png 1113w\" sizes=\"auto, (max-width: 507px) 100vw, 507px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Table 1. Examples of rates per GEO<\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">The data shows that pages with the majority of users from the US will have an average value higher than, for example, pages with users from Belarus, Russia or Mexico. This reflects the potential purchasing value of a given user in the eyes of Advertisers.<br>The size of a given advertising market may also be important. So, for example, GEO US websites are entered by US users and mostly Advertisers who also come from the US market. On the other hand, on Polish websites, where there are users from Poland, Polish Advertisers are displayed. We can assume that the tendency to bid higher or the potential of the broadly understood US market is higher than the Polish market; therefore the final rates may differ.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">Time of year. <\/span><\/strong><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Some periods of the year, month or even day, are specific in terms of digital advertising demand. We can easily guess that, for example, just before Christmas, Advertisers are willing to spend more than, for example, in August, and so the rate for views increases. Of course, any period can be a period of increased demand depending on the Advertising industry &#8211; but let&#8217;s look at seasonality from a broader perspective.<\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2021\/04\/yieldbird-total-ecpm-per-month-1024x576.png\" alt=\"Programmatic Pricing: total average eCPM per month in 2020\" class=\"wp-image-28062\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/04\/yieldbird-total-ecpm-per-month-1024x576.png 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/04\/yieldbird-total-ecpm-per-month-300x169.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/04\/yieldbird-total-ecpm-per-month-150x84.png 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/04\/yieldbird-total-ecpm-per-month-768x432.png 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Graph. Examples of average eCPM rates broken down on a monthly basis.<\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">As an example, we give the very specific, pandemic year of 2020. We can very clearly see a number of things in this data. Namely, every year January is a month that sees a low level of rates. Most advertising campaigns end with Christmas and before new budgets are agreed and approved, there is low demand, meaning low rates in the market. This demand, as a rule, usually increases over the course of the year, but in March 2020, a global pandemic and lockdown broke out and most Advertisers suspended their spending, which reduced the auction pressure (additionally, we were looking at a demand-supply effect, namely the internet traffic increased significantly, which also contributed to the decline in rates). As we can see with the following months (as the data for subsequent months indicates), the rates started to rise, reaching their peak in November (Black Friday and the already high-paying pre-holiday campaigns).<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">This seasonality of the rate is also observed on a daily and hourly basis.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">Advertising product: display, video, in-app<\/span><\/strong>.<\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">The most common advertising on the Internet is display advertising, i.e. an advertising banner with a given creation. But in the Programmatic ecosystem, video advertising, in-app advertising, and in-game advertising are gaining in importance (not to mention <\/span><a href=\"https:\/\/publishersonair.withgoogle.com\/events\/ad-formats-2021\"><span style=\"color:#ff2450\" class=\"has-inline-color\">new engaging formats that are being constanty developed<\/span><\/a><span class=\"has-inline-color has-black-color\"> and successively released). Each of these forms of advertising is specific and this specificity determines its price.<\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"316\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2021\/04\/yieldbird-ad-ecpm-per-product-inventory-1024x316.png\" alt=\"Programmatic Pricing: Ad eCPM rates by products (display, games, mobile, in-app, video)\" class=\"wp-image-28063\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/04\/yieldbird-ad-ecpm-per-product-inventory-1024x316.png 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/04\/yieldbird-ad-ecpm-per-product-inventory-300x93.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/04\/yieldbird-ad-ecpm-per-product-inventory-150x46.png 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/04\/yieldbird-ad-ecpm-per-product-inventory-768x237.png 768w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/04\/yieldbird-ad-ecpm-per-product-inventory.png 1397w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Table 2. Examples of Ad eCPM rates by product<\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Video advertising is the most expensive &#8211; this is the result of the fact that such advertising engages the user the most (this is a strong analogy to classic TV advertising). Advertisements in applications or games, which also have a relatively high price, are, in turn, advertisements usually associated with an engaged, specific user, which may also affect its effectiveness. Display advertising, the most common, typical and perhaps the most anonymous, has the lowest eCPM rate.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">The category of the device from which users enter the site.<\/span><\/strong><span class=\"has-inline-color has-black-color\"> <\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">The valuation of the ad page view by buyers in Programmatic Pricing also depends on the type of device used by a given user.<\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2021\/04\/yieldbird-ad-ecpm-per-device-category-1024x785.png\" alt=\"Programmatic Pricing: Ad eCPM rates by device type (desktop, high-end mobile devices, tablets)\" class=\"wp-image-28065\" width=\"520\" height=\"398\" srcset=\"https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/04\/yieldbird-ad-ecpm-per-device-category-1024x785.png 1024w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/04\/yieldbird-ad-ecpm-per-device-category-300x230.png 300w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/04\/yieldbird-ad-ecpm-per-device-category-150x115.png 150w, https:\/\/yieldbird.com\/research-hub\/wp-content\/uploads\/2021\/04\/yieldbird-ad-ecpm-per-device-category-768x589.png 768w\" sizes=\"auto, (max-width: 520px) 100vw, 520px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Graph. Examples of Ad eCPM rates by device type<\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">In this case, the factor determining the average value of the page view is, undoubtedly, the size of the device, and thus the hypothetical effectiveness of the ad. It is assumed that the larger the format, the easier it is to attract the user&#8217;s attention.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">Content of the website. <\/span><\/strong><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">In the case of website content, the level of the average rate is indirectly the result of the purchasing potential of users visiting this website. It can be assumed that websites concerning, for example, audio equipment may attract users who are more willing to make any purchase, and thus more attractive to advertisers, than, for example, websites with purely entertainment content, where the user&#8217;s motives are less &#8220;specific&#8221;. But in this case, the content approach for bid optimization is something for the not too distant future.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">The above-mentioned factors, excluding the management of minimum rates, are somewhat less dependent on Publishers, and may be considered as &#8220;purchased&#8221;.<br>However, in Programmatic Pricing there are mechanisms 100% dependent on the Publishers that can increase the value of the rate by increasing the auction pressure &#8211; we will come back to this issue in the next part of the article.<\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-text-color has-background\" href=\"https:\/\/yieldbird.com\/#contact-section\" style=\"border-radius:10px;background-color:#ff2450\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Arrange Your Free Consultation<\/strong>!<\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Every commodity has its sellable price. Looking at Programmatic Advertising from the perspective of Publishers and pricing, the commodities they sell are advertising space, or more precisely &#8211; ad impressions. So how do we address the questions: &#8220;Is the price of my commodity an optimal price?&#8221;, and &#8220;What are the factors influencing this price?&#8221;? As [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":28080,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[39],"tags":[],"content-category":[],"class_list":["post-28032","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-guides"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/28032","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/comments?post=28032"}],"version-history":[{"count":1,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/28032\/revisions"}],"predecessor-version":[{"id":33361,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/28032\/revisions\/33361"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media\/28080"}],"wp:attachment":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media?parent=28032"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/categories?post=28032"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/tags?post=28032"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/content-category?post=28032"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}