Voluum DSP Glossary Ad inventory

Ad Inventory and its importance

Ad inventory is the total amount of ad space available to purchase.

What is ad inventory?

Ad inventory is a commodity in digital marketing that advertisers can purchase using various cost models. It usually consists of ad impressions (ad views) that all sites from all publishers have at their disposal. Ad inventory is usually calculated for each month.

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What does ad inventory consist of?

Ad inventory consists of ad spaces that are visited by the Internet users. One ad space isn’t equal to another. There are many factors that shape the price of an ad space. 

The first one is the popularity of the page itself. Publishers with popular sites will demand more money for their ad spaces.

A second factor is the quality of the web page.

Premium publishers that have well-known brands and websites in their portfolio, will ask more money for their impressions.

Thirdly, there is the quality of the concrete ad spaces.

Ad spaces that are visible above the fold, so without scrolling down the page, are the Internet’s prime real estate and are usually priced higher. Placements even on the same website can be priced differently. It all depends on how well they perform.

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How to learn more about ad inventory?

Many traffic source platforms offer some kinds of insights about available traffic and its volumes using various targeting criteria such as location, offer type, traffic source type, device type, etc. These features, called something like traffic planner or traffic calculator, can tell you what kind of traffic and what price you can expect for a given targeting criteria. Advertisers can use these features to plan their campaigns. Voluum DSP offers a feature called DSP Traffic Planner.

Blacklists and whitelists

A typical way a marketer ensures that they buy only the good parts of ad inventory is by creating lists of specific placements. Good placements make whitelists and bad placements make blacklists.

  • Whitelists can be used to run campaigns that get traffic only from selected and tested placements.
  • Blacklists can be used to exclude concrete placements from buying. Read More.