What is ad inventory?
In the dynamic world of advertising, effective ad placement is crucial for apps aiming to reach their target audience and maximize their campaign's impact. One key element in this process is ad inventory. Inventory is the total number of ad placements or ad space a publisher has available for advertisers to purchase in order to display their advertisements.
While the term originated from print ads, it has grown to encompass ad space on web (desktop and mobile) and in-app ads. Digital ad inventory now varies in format including display ads, video ads, native ads, and more across websites, mobile apps, and other digital platforms.
An advertisement database is a repository that stores information about available ad inventory, including details such as ad formats, targeting options, pricing, and performance metrics. It provides advertisers and publishers with valuable insights to make informed decisions about their advertising strategies, audience targeting, and ad placements.
Buying from a publisher’s ad inventory
An advertiser purchases ad space, also known as ad real estate, from the publisher’s inventory. Typically ad inventory is purchased using an impression-based cost model such as cost-per-mille (CPM). This was once commonly done directly between a publisher and advertiser. However, now it is standard practice to purchase ad space through an intermediary, such as an online ad exchange. There is also software available now which allows mobile app marketers to automate the digital ad buying process.
Programmatic advertising technology enables advertisers to purchase ad impressions in a more efficient and data-driven manner. This approach automates the buying and selling of ad inventory, allowing for more precise targeting and optimization. The automation of buying inventory is known as programmatic inventory, and leverages real-time bidding (RTB) systems. This is where ad prices are determined through a real-time auction.
Significance of digital ad inventory in app advertising
Inventory in advertising plays a vital role for publishers, who wish to profit from selling a higher volume of inventory, and for advertisers, who wish to find the best ad placements and the right type of ad inventory at a cost which is optimal for their campaign. Because there is a limited amount of inventory, bidding on this ad space can be a competitive process.
Luckily, ad bidding can be automated as well. Check out Adjust’s campaign automation tool to learn more.
Purchasing the right ad inventory is crucial for connecting advertisers with their target audience. Effective ad inventory management ensures optimal utilization of advertising resources and maximizes the potential for generating revenue. This involves the strategic planning, organization, and optimization of available ad placements.
Ad inventory and Adjust
To streamline the ad inventory management process, various software solutions are available. Ad inventory management software enables publishers to monitor, track, and control their ad inventory effectively. It provides features like ad scheduling, targeting options, performance analytics, and automated optimization, simplifying the management of large-scale advertising operations.
Learn how Adjust’s Campaign Automation automates budget and bid optimization for mobile marketers, and explore AppLovin ALX’s programmatic exchange.