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What publishers should ask from an inventory forecasting system – Part 2

If you haven’t already, be sure to read What publishers should ask from an inventory forecasting system – Part 1 first as this is a continuation of that post.

3. Look for a system that handles complex forecasting requests in real-time

Having a strong, reliable database to improve forecast accuracy is one side of the coin, but retrieving this data instantly is the other. Just picture the media buyer calling you on a Monday morning, asking you for specific inventory on your network. If you want to make this buyer happy, give him the information instantly.

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What publishers should ask from an inventory forecasting system – Part 1

Publishers constantly strive for maximum utilization of their ad inventory to optimize cash flow. Their “stock” of available ad impressions however is directly tied to their site’s traffic, as well as to campaign priorities and target criteria. Therefore it’s subject to constant changes. This makes the task of looking into available inventory a rather complex one that can only be handled with the latest data-processing technology.

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Who am I?

Mark Thielen
Mark Thielen
CTO, ADTECH
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With eight years as a technology leader in the ad serving industry, my work has centred around leading local and remote sites in Europe and North America to drive product and technology innovation. Covering engineering, architectural and operational aspects of scalable performance system environments, I've been fortunate enough to serve as a business and technology executive since 2007.