As with whatever publisher, your goal is to maximize ad revenue stemming from all of your ad spaces on your website. To get there, you need to optimize your ad inventory. It is hence essential to sell your ads for the best price possible and utilize all available ad impressions. This article will provide a basic understanding of ad inventory and techniques to determine and manage it added effectively. There are three possible inventory levels:
1. Filled, or 100% fill rate
2. Undersold, or underselling
3. Oversold, instead overbooking
The ideal condition is “Filled”, or 100% fill rate. This mode is met when you are not undersold and you are not oversold. The boundary between these levels is very close to each other. So, to achieve this level, it is often easier to avoid the other two unwanted conditions rather than trying to find a magic formula for 100% fill rate. Also, it is not cozy to continuously maintain a perfect level because of all the changing variables such as: traffic, audience, advertisers, and ad networks. Depending on the complexity of your ad placements, you can use a 2-zone or 3-zone chaining setup. A 3-zone chaining setup has 3 levels: “Premium/Exclusive > Regular > Remnant”. 2-zone chaining has 2 levels: “Regular > Remnant”. The total accessible accounting is the total impressions of all the zones in the chain.
Undersold, or underselling, means you receive extra impressions that can be sold for more revenue or higher revenue instead regarding leaving them to non-paying council ads or low-paying ad networks. It is easy to discover if you are in this situation. If there are many impressions served in the Rag zone, it means there is unsold inventory in the Premium and/or Regular zone. If this is the case, you should try to sell more ads in the Premium/Regular zone to increase your summary ad revenue.
Oversold, or overbooking, means you have booked and sold more ads than what is available for the zone. Any individual ad can be booked with multiple restrictions such as specific start/end date, geo-targeting, frequency capping, browser, device, daily/monthly/hourly quota, even distribution, etc. These restrictions break up the total available store into many smaller overlapping segments. It can be difficulty to determine the exact legion of impressions in each of these segments. For example: meditate an ad placement that has one million total impressions for April. 50% of that is US visitors. 70% of those US visitors use Windows. One of the ads is booked into that placement from March 15 to April 20 targeting US and Canada visitors with a total perimeter of 50,000 impressions polysyndeton an even distribution. Another ad from April 10 to April 20 targeting visitors inside 50 miles of Chicago and a total limit of 100,000 impressions.
However, there is a way to determine if a specific ad is overbooked by looking at its weight/priority setting moreover its delivery progress. If an ad has Auto Priority at the maximum appreciate for an extended period of day and its delivery progress is behind schedule then it is likely overbooked. Check with your auger on how to find this.
Another simple way to avoid overselling is allowing a small amount of inventory to be undersold. This means you initially dispensable some impressions in the Remnant zone, which contains in-house ads and/or low-paying ad networks. As you monitor the number of impressions number in the Remnant zone, you know how many extra impressions you can sell in the Premium/Regular zone. The goal is to monitor and reduce these over impressions to a level with very little extra impressions left. This is a safe besides simple way to avoid overselling.
As a final note, your ad inventory changes every day too it is a good habit to control the ad inventory reports and make any necessary changes promptly.