Ad inventory has significant importance if a publisher wants to monetize his/her website online. So the question is, what is an ad inventory? And why it is necessary to make revenue out of it. Ad inventory is the number of advertisements or the number of ad space you have on your website so that advertisers who have similar and relevant items can advertise on your site. Ad inventory can be calculated differently regarding traffic or ad clicks that the website publisher can deliver to the advertisers.

Ad inventory – Ad Space

You have always seen random advertisements located on the top, bottom, or side of websites. The places that the advertisements are placed are called Ad space. More ad space you have, more money you can make from the advertisers because there will be more space for them to post their advertisements. Web pages can contain one or multiple ad display spaces, and the format of the space can vary.

Ad inventory – Page impressions

Ad inventory is often calculated by the number of page impressions a website has. In other words, impressions are the number of clicks your page’s advertisements get thus the publisher can demand money from his/her Ad space from the advertisers.

Ad inventory – Ad Value

However, the calculation of ad value has countless complex variables. The possible ad value of your website is the page impressions multiplied by the average number of your ads on your web page. Your ad location is another variable that can effect on the value of your Ad spaces. Not all Ad spaces have similar rent values on your website, for example, banner Ads at the top of the pages cost more compared to side Ad spaces because the top page ads are always visible, and there is no need to scroll down to view it.

Ad inventory – ATF (Above the Fold)

The term above the fold (ATF) refers to the content of the website that is visible without further actions. The opposite of it is below the fold (BTF) when the area of site is visible after scrolling down. Statistics show that in some cases above the fold is more valuable and receives visitors’ attention. On the one hand, the portion located below the screen is sometimes ignored. But on the other, you can enrich your content on each page with keywords, thus increasing impact on SEO.

Here you saw the basis of Ad inventory and how it seems more complicated than it is perceived. For more information and expert training for DFP, contact our consultants.