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The digital marketing glossary > A > What is Ad inventory management definition?

What is Ad inventory management definition ?

Ad inventory management can be defined as a set of actions and analysis aimed at maximizing ad revenue from existing ad inventory.

Strictly speaking ad inventory management encompasses:
- ad inventory analysis
- ad inventory forecasting
- allocation of booked orders

These operations are performed by ad ops and ad management tools. It’s mainly a technical point of view.

There is also a larger vision which includes more commercial and strategic dimensions, ad inventory management may also include :
- sales channels policy (adexchange, in house, premium ad network , horizontal network and often a mix)
- ad offering (ad units and placements, targeting criteria)
- ad pricing

The last three are not always cited, but are equally important. They are managed by in house sales top management and may be also considered as advertising management.

 
Published on Friday 19 October 2012, mis a jour le Saturday 27 October 2012 (Authors)