Ad Inventory

Definition:
Ad inventory is the total number of ad spaces (impressions) available on a publisher's site, app, or platform to be sold to advertisers.

Why it matters:
Inventory determines your ad’s availability, pricing, and placement quality. Not all inventory is equal as premium publishers and audiences demand higher prices.

Types of inventory:

• Display (banner, native)

• Video (pre-roll, mid-roll)

• Mobile, in-app, CTV

• Programmatic vs. direct-sold

Best practices:

• Avoid unknown or MFA (Made-for-Advertising) inventory

• Use inclusion lists to target premium placements

• Monitor delivery reports for impression fraud or misplacement