Understand Demand with DV’s Inventory Compatibility Score

Your inventory is diverse, and so are the brand suitability settings of your clients. It can be a challenge to ensure you align the right buyers with the right content that suits each advertiser's unique goals. In order to achieve this and scale effectively, publishers need to maintain a constant bird’s eye view of their inventory compatibility that can inform sales strategies and tactics.

DV Publisher Suite’s Inventory Compatibility Score (ICS) gives teams that view with an informative glimpse into advertiser demand for specific types of inventory. This data helps publishers optimize for brand suitability and position themselves to win new business by more easily communicating compatibility.

Understand How Advertisers Think About Brand Suitability

To give publishers actionable transparency into the suitability of their inventory, DV Publisher Suite has introduced the market’s first Inventory Compatibility Score (ICS). This score helps answer the following questions for publishers:

• How do I demonstrate the premium nature of my inventory to prospective clients in a quantifiable way?

• How can I analyze a buyer's willingness to advertise on my properties?

• How can I understand the likelihood of content violating an advertiser’s brand suitability settings in programmatic auctions?

• How can I troubleshoot and optimize inventory based on demand?

Your ICS is generated on a daily basis by evaluating the top pages for each of your properties against the top 200 DV advertiser brand suitability profiles. This provides you with a clear metric to measure and communicate the compatibility of your inventory with premium advertisers.

Align Inventory with the Right Advertisers

Ad ops teams can use compatibility data to improve inventory selection and media plans. For example, if you are working with a technology advertiser and you’ve seen that these types of advertisers typically find “Sports” to be a compatible category, you can confidently add your sections that are categorized as “Sports” to the media plan.

For live campaigns, teams can also address a high rate of incidents related to keywords by uncovering the most problematic keywords across a broad set of advertisers in order to more intelligently move campaigns away from content that may cause incidents.

Showcase the Value of Your Inventory

Publishers can use ICS to create pitch decks and marketing materials that grow their direct-sold business. Advertisers value inventory that aligns with their values, and ICS helps publishers prove just that.

ICS data can also help teams identify new sales opportunities by highlighting the advertiser verticals where publisher content is considered highly suitable. Teams will be armed with the data to identify prospects and communicate why your inventory is a good fit for a particular advertiser’s vertical and goals.

Inventory Compatibility Score in DV Publisher Suite

These metrics are available within DVPS Inventory Quality. It gives you a comprehensive view of how your inventory is perceived by helping teams understand:

• Inventory compatibility by category and advertiser vertical

• Which suitability criteria are impacting inventory appeal among advertisers

• The data that should be added to pitches and media plans

Interested in learning more about how DV Publisher Suite’s comprehensive set of solutions can help you maximize yield? Contact us today!