
Table of Contents1 How TikTok Works2 TikTok as a Marketing Platform3 Your TikTok Marketing Strategy3.1 Research Trending Content3.2 Participate in
Table of Contents
on Feb 28, 2023
Ad inventory refers to the amount of available ad space that a publisher can offer to advertisers. The term is most commonly seen in online advertising, including digital video. Examples of publishing platforms include websites (site banners, sidebars, etc.), streaming or on-demand video services (pre-roll ad spots, overlay ads, etc.), and so on. At the most basic level, the advertising industry operates through the sale and purchase of ad inventory on a variety of publishing platforms.
Gauging ad inventory value can be a complicated process involving a variety of criteria, the individual weight of which can vary according to each advertiser’s needs and goals. In general, though, ad inventory value rises based on the amount of traffic or views that an advertiser can get from a particular publishing platform.
Page impressions, which refer to the number of users that see an ad, are a common metric used for estimating the worth of ad inventory. Advertising, after all, is all about reach and impact on as large and as receptive an audience as possible. Consequently, the more page impressions a publisher can deliver to an advertiser, the more money that publisher can demand for its available ad space.
There are other factors that can affect the valuation of particular units of ad inventory, such as:
Real-time bidding: This system involves advertisers placing bids on inventory as they’re made available by publishers in real time. The process takes place through platforms like third-party ad exchanges, which serve as intermediary marketplaces for advertisers and publishers.
The actual costs that advertisers will pay depend on the revenue model in place for the transaction. Some common revenue models include:
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