Traffic & Channels
Ad Inventory
The total advertising space a publisher or network has available for placement.
Ad inventory is the total advertising space a publisher or network has available to sell — every slot, impression and placement across its sites and apps over a given period. Inventory is the supply side of the market: its volume, quality and how it is packaged determine what buyers can access and at what price.
Buyers care about inventory in two practical ways: whether a network actually has enough volume in a target geo before committing to it, and how much of that inventory is premium versus remnant. Networks routinely oversell their reach, so smart buyers run cheap volume probes first. In RTB environments, the same inventory may be resold through several exchanges — deduplicate before concluding a geo is bigger than it is.
In buyer speech
“The rep claims huge Brazil ad inventory, but our test pulled 3k clicks a day max — plan the cap around reality.”