Operative Summit- Word of the Hour “Extrapolate”- How do Publishers Extrapolate Digital Advertising Inventory?
Definition: Extrapolate- http://www.merriam-webster.com/dictionary/extrapolate
Still in the year 2010, Publishers lose sleep over inventory and how best to manage it to optimize revenue. As we discuss this vexing conundrum with the publisher audience, the most common themes continue to be:
1. We have SICK excel formulas and tables that help us extrapolate our available/sell-able inventory.
2. We have clients that want us to dive deeper into our audience…in addition, the advertiser wants to geo-target. So, extrapolating the data and conveying the inventory is a PAIN.
3. Using charts and images to extrapolate the inventory data is pretty sweet. But, again, creating this in excel is sub-optimal.
How do you extrapolate your web site inventory? What solutions have you come up with that other digital publishers could learn from? Post a note and let us know.