Understanding Reservation Buying Ad Process.
Understating reservation buying ad process in online advertising, there are many ways to buy ads spaces on publisher websites.
In this example, we will look at buying ad process ads space directly from publishers. This is called direct buy. At an advertising agency, it is the job of the media planner. Figure out whether the client’s ads run. So, if the clients want to sell sports shirt than they want to show ads on that site which site related to the product website.
Once the media planner picks the website for the run the campaign.
Though contact the publisher’s group directly within the RFP (request for proposal).
The RFP outlines campaign goals run Dates, and target audience, it also includes detail. How many clicks and impressions you get and how much the agencies want to spend.
When the publisher’s website receives RFP, they view the list of requirements and agency budget and compare against the available inventory.
Inventory refers to the number of ads. The publisher thinks has available on specific pages, and given days.
This can be tuff to determine since publishers do not exactly know how many visitors come to the site. Nobody can the predict the future.
Publishers use the estimate that how many visitors will be pages on the website. This is called forecasting.
If the publisher has inventory that matches with the agency looking for they return the RFP with the list of options and prices.
When the agency and publishers agree on the number of impressions and clicks as well as the costs the agency creates the IO means insertion order see the deal.
The agency signs the IO since the publishers.
Once the IO is signed for both parties. It is treated legally contract.
After the campaign goes live. The publisher serves the client ads promised and the campaign is over. The publisher sends the bill ads based the agency keep it up the deal.
Than everyone happy.