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A publisher distributes content via one or more media platforms. Online advertising is often the business model of choice to benefit financially from these platforms. A publisher reserves a certain amount of space for advertising purposes: the inventory. A publisher is free to determine how to organize and structure inventory. Adhese supports the client as a strategic partner during this stage in the implementation process.

Each and every piece of a publisher’s inventory is a position. A position is a combination of a location (i.e. a section within a publication) and a format. The following diagram is a simplified representation of an inventory’s structure.

 Inventory (simplified)

See Positions for a diagram that includes concrete examples of publishers, publications, locations and formats.

The structure of a position

Publication

A publisher maintains one or more online publications such as a website, blog, video channel, newsletter, smartphone app, or webshop. Adhese is platform-agnostic, able to support any kind of publication.

Location

A location is a (sub)section within a publication, for example the home page.

Format

A format defines the conditions, such as the file size and dimensions, that a creative must meet in order to avoid errors while uploading the creative file. A format does not necessarily need to be an online banner ad, it could be a native or video ad as well. All imaginable formats are possible, as long as they fit into the inventory’s structure or website design and connect with your strategy.

A distinction is made between main and sub formats. The ad tag of a main format is able to fetch the defined sub formats of its main format as well. Therefore, sub formats appear at the same position as their main format. However, sub formats can have different dimensions. Create a format elaborates on how to make the distinction between main and sub formats.

Refer to the Appendix Online advertising formats for a definition of the most important formats and a representation within their environment. The overview is not exhaustive. A publisher can implement custom formats as well.

Channels

Channels are a collection of positions within a publication (e.g. run-of-site) or across your network of publications (e.g. run-of-network). Channels group identical formats across different locations and make it easy to target ads across similar web pages.

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