What are the primary ways by which publishers monetize ad inventory?

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What are the primary ways by which publishers monetize ad inventory?

Asked at Rakuten over a year ago

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@Nag · Answer 1 · 2021-09-17T17:32:58+0000

1) Direct Buy Advertising- Purchasing ad impressions in bulk from the publisher

How does it work?

-Creatives and campaigns are set up in advertisers ad server

-Ad code delivered to the publisher

-Placement of the code in the publishers ad server by ad ops team

-Start of the campaign

2) Ad Networks- Buying inventory on a direct basis from many publishers, then reselling it to their clients using a markup( a practice known as arbitrage). Allows buyers to specify audiences across all publisher relationships at a much greater scale than that could previously be achieved via a direct buy from a single publisher

3) Exchanges- Exchanges allow demand side platform and supply side platform facilitate workflow automation allowing buyers and sellers scale the number of transactions to levels what is possible beyond direct buys or networks. Demand side plaforms- buy side, supply side platform is publisher side platform