It sounds like ad inventory that’s good, but not really as good as the premium stuff. But you’ll pay more for it than the cheaper remnant inventory. Who’s going to figure that one out?
I came across the term reading the Rubicon Project’s latest market report. Apparently, there is a whole class of inventory between premium and non-premium that is undervalued and undersold. And research indicates it could be worth billions in incremental revenue to publishers. Of course, publishers like the idea, including Jim Spanfeller, president and CEO of Forbes.com who is quoted in the market report as saying that the notion of remnant inventory “is…horrible and ridiculous,” adding that “just because we haven’t sold it doesn’t mean it’s less valuable.”
As noted yesterday, non-premium display is expected to be the highest-growth category in online media in the coming years. The problem with this new idea is who decides what’s “secondary” premium inventory, publishers? Well then. Methinks the secondary premium inventory will boom. Good for ad networks and publishers. Not so much for advertisers. Unless someone else can accurately verify its worth and then convince advertisers.