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Remnant Traffic

Internet Audiences Are Extremely Fragmented Because Browsers Split Their Time Between so Many Different Web Properties

Ad networks and exchanges like Google aggregate inventory (web pages with ads on them) across thousands of web pages (sites).

When selling advertising ad networks will forecast the amount of advertising inventory they have to sell across all of their publisher sites to establish a set of cost metrics they use as a benchmark to do deals selling the same inventory for the month ahead.

It's an ad networks (Google is one of the biggest ad networks) task to sell ads on its web publishers' pages.

If they don't, these web publishers will place other ad networks' ads on their pages to earn more income from their web page content.

Ad Networks Will Want to Sell Premium Inventory First

Some ad network sales reps represent select groups of premium web publishers under exclusive deals focused on selling their premium ad space for as much money as they can get in much the same way as television stations ad rep will sell ads on the top rating TV shows that have the largest and most affluent (suitable) audience for a particular product for top dollars.

Targeting by Vertical

There are other ad networks who represent a similar group of premium publishers but who are all in the same vertical (market sector) providing not only premium ad traffic but targeted to business owners in the same vertical.

Then there's the technically sophisticated and transparent ad exchanges (Google being the best example) who allow advertisers to buy banner ad placements on specific URL's, by geography, demographics (gender & age etc), behavioral (interests) and contextual (where a page is about a certain subject defined by the keywords on the page or what the user searches in a search engine).

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