Ad monetization: what are the different type of ad inventories?

Embracing programmatic for media sellers means also greater management over the inventory and the potential ways it is sold. There are different type of inventories: sold, unsold, sellable and unsellable.
To understand the difference, have a look at a concrete example by taking publisher into consideration.
This websites has an average of 9 million monthly views and 24 million potential impressions on average.
These 24 M imps are the sellable inventory.
And let’s assume that the publisher’s sales team have placed 18 M imps in direct sales in the next 30 days.
Therefore, 18 M have been sold via IO, and 6 M remain unsold.
The ratio between sold and unsold is the fill-rate, that is, the percentage of sold imps over a period of time. The higher the fill-rate, the happier the publisher is.
And what about unsellable?
Unsellable represents the number that cannot be precisely predicted upfront.
What would happen if there were only 10 M imps available over 30 days due to seasonality, but the sales team had guaranteed sales of 18M?
Or, what would happen if there were 50M imps that month instead of the 24M average, due to unexpected events?
The publisher would have a bad fill-rate.
Unsellable is the unpredictability of traffic over the forecasts.
Other sources: see in the LinkedIn comments.
Previously posted by Luca Brighenti via LinkedIn. 

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