Ad inventory forecasting refers to the process of being able to estimate an ad inventory for a future period and for different targeting criteria.
Reliable ad inventory forecasting is essential to be able to offer future guaranteed impressions to advertisers and agencies. Publishers are engaged by insertion orders and poor forecasting leads to underdelivery.
Ad inventory forecasting is also a means to optimize inventory yield management by anticipating remnant inventory.
To be effective, ad inventory forecasting needs to take many things into account :
general traffic trends of the website vehicle
complex targeting criteria
last ad bookings
Ad inventory forecasting uses algorithms and is most often a feature of the ad server. It can also be a stand alone solution.
Ad inventory checking in DFP:
An offer of ad inventory yield optimization :