Comments on: The Monetization of Ad Inventory http://www.centernetworks.com/monetization-ad-inventory Web 2 and Social Media News and Reviews Sun, 12 Feb 2012 21:27:36 +0000 hourly 1 http://wordpress.org/?v= By: Jordan Mitchell http://www.centernetworks.com/monetization-ad-inventory#comment-16753 Jordan Mitchell Wed, 30 Nov -0001 00:00:00 +0000 #comment-16753 In my experience, the biggest reason for unsold inventory is, as you point out, advertiser demand for front page inventory. The second biggest reason? Frequency caps. In a world where supply (unsold inventory) greatly exceeds demand, experienced advertisers request ad frequency limits on a per-user basis -- usually 1 impression per user per 24 hours. Granted, this isn't an issue for sites which average 2-4 pageviews per user per visit, because direct sales combined with ad networks will usually deliver 4 impressions per unique per 24 hours. But get past 8-12 pageviews/visit and it starts to really become a problem. In my experience, the biggest reason for unsold inventory is, as you point out, advertiser demand for front page inventory.

The second biggest reason? Frequency caps. In a world where supply (unsold inventory) greatly exceeds demand, experienced advertisers request ad frequency limits on a per-user basis — usually 1 impression per user per 24 hours.

Granted, this isn’t an issue for sites which average 2-4 pageviews per user per visit, because direct sales combined with ad networks will usually deliver 4 impressions per unique per 24 hours. But get past 8-12 pageviews/visit and it starts to really become a problem.

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