Summary

Publishers often use a legacy technique called “waterfalling” to determine the demand source that will serve a given impression. Waterfalling involves calling on a pre-fixed sequence of demand sources in descending order based on their average historic CPMs. This approach, many times, results in lost revenue opportunities for publishers, because the demand source offering the highest CPM may be at a lower priority in the waterfall sequence. Despite the technology advancements in ad serving and inventory management solutions, publishers are still grappling with major challenges. This white paper will detail several key trends in and solutions to inventory management and monetization, specifically:

  • Challenges in Inventory Management and Demand Sourcing
  • New Solutions to Solve for Systemic Challenges
  • Overview of a Standard Waterfall Setup Using DFP
  • Technical Deep-Dive into Dynamic Allocation (DA) and Enhanced Dynamic Allocation (EDA)