The differences between premium and remnant inventory
We tend to shy away from qualifying online ad inventory as premium because that word is subjective and can mean many different things depending on who’s doing the talking. Publishers absolutely want their inventory to be considered premium. After all, that’s an easy way to ensure that it’s sold. Other third-party platforms that sell inventory – networks, SSPs and guaranteed direct platforms – also want buyers to fell as if they will be accessing premium ad space. In SRDS.com, we house available inventory from over 700 publishers, ranging from above-the-fold to site-take-overs and much more. While we don't qualify the inventory, here is our suggestions for defining premium and remnant inventory.
Premium inventory is ad space on a site that a publisher has deemed higher-quality, and subsequently attempts to sell at a higher price. For example, inventory could be deemed premium because it's located above-the-fold, on a popular section of the site or for other reasons. Historically, this inventory was sold through the publisher's direct sales team, though now, it's also being sold programmatically more often, typically on guaranteed direct platforms.
So what is remnant inventory? Our definition of remnant is that it is ad space on a site that a publisher has been unable to sell, so it's typically given a lower-cost. In order to finally be sold, remnant inventory is usually offloaded to ad networks or blind, RTB ad exchanges.
Hopefully that gives you with a little more context on the difference between premium and remnant inventory. Remember, if you want to learn more about programmatic advertising,watch our latest webinar here or sign into SRDS.com and browse available inventory from our programmatic partners.