In what Display & Video 360 scenario does it make sense to use inventory packages?
A beverage company is launching a new tea they hope will be their best-selling product. They created a custom ad unit they want to put on the homepage of a few top wellness websites.
A shoe company is launching a new basketball shoe and wants to execute non-guaranteed ad opportunities with a mix of sports publishers.
A computer company knows about possible shipment delays next quarter. They want to negotiate an ad deal with one publisher but be able to walk away if the new laptop model doesn't ship on time.
For a new movie release, a movie production company wants to reach as many potential viewers as possible while maintaining a fixed CPM.
Explanation
Analysis of Correct Answer(s)
The correct scenario describes a perfect use case for inventory packages. Inventory packages allow advertisers to group desirable, non-guaranteed inventory from multiple publishers into a single, targetable entity.
- Non-guaranteed opportunities: Inventory packages are used for open auction and private auction (non-guaranteed) buys, not for guaranteed deals.
- Mix of publishers: The core function of an inventory package is to create a curated marketplace. In this case, the shoe company can bundle inventory from various relevant sports publishers to efficiently target their desired audience across multiple sites and apps without having to target each one individually.
Analysis of Incorrect Options
- Negotiating with one publisher: This scenario describes a one-to-one negotiation. This would be better suited for a Preferred Deal, which offers a fixed price with a single publisher but remains non-guaranteed, allowing the advertiser to "walk away."
- Maintaining a fixed CPM: This is a bidding strategy objective, not an inventory sourcing method. While you could apply a fixed CPM bid to a line item targeting an inventory package, the package's primary purpose is to group inventory, not manage bids.
- Custom ad unit on a homepage: Placing a custom ad on a premium spot like a homepage typically requires a direct negotiation and a Programmatic Guaranteed deal. This ensures the specific, high-impact placement is secured, which cannot be achieved through a non-guaranteed inventory package.