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Inventory and fill

Waterfall

also called Daisy chain

Definition

Demand sources are called one after another until one fills the impression.

Why it matters if you sell your own ads

The classic setup is: direct campaigns first, then your best network, then progressively lower-paying fallbacks. Your own portal sits at the top of that chain, which is exactly where the highest-paying demand should be.

Related terms

Inventory and fill Passback Read › Inventory and fill Fill rate Read › Programmatic Header bidding Read ›

Put a floor price on your own inventory

Your advertisers sign up on your own branded portal, fund an account and bid above your floor. You keep one hundred percent, and your existing ads stay on as the fallback.

Start free trial

14 days free. Your existing ads keep running. Cancel anytime.