The guaranteed inventory consists of the offer of advertising spaces that the publisher (the editor or owner of a website or a network of sites) makes available for the placement of display advertising campaigns (paid spaces within content of user interest where a product/service is promoted in online advertising).
These are purchases by impression, which are guaranteed, meaning there are compensations if the publisher manages to allocate all the ad impression spaces booked by the advertiser for the entire period of an advertising campaign.
How does the sale of guaranteed inventory work?
As for the sale of guaranteed inventory, it is managed by sellers from advertising agencies (a service company that deals with selling advertising spaces or times) through negotiations with the media centers and with direct clients.
Sales occur through advertising spaces that offer better positioning and better indexing of the publisher's website or social network.
Usually, advertising spaces are offered to a limited number of advertisers, the sale is applied directly to the premium inventory (the quality of each individual ad impression that makes up the inventory, that is the offer of advertising spaces).
In case there is a remainder of the publisher's inventory, automated platforms are used to sell the non-guaranteed inventory and the unsold inventory.
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