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)

PubMatic’s Decision Manager header bidding solution solves for key challenges around inventory management, demand source transparency and monetization insights, and serves as a holistic inventory management and ad serving decisioning platform. After a simple implementation of a header tag, the result removes the silos and barriers created by legacy traditional media buying methods, allowing publishers to find the higher CPM or higher yield on impression opportunities, to increase monetization and improve operational efficiency.

We hope you find this report to be informative and thought-provoking. Please feel free to reach out to discuss the report with your PubMatic sales representative or contact PubMatic and someone will follow up.

PubMatic White Paper:
Decision Manager: Your Inventory. Your Rules.

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