Ad - Waterfalling (daisy chain or waterfall tags)

About

Waterfalling is a mediation technique. A publisher sell ads by making sequential price offers to ad networks for an inventory, and chooses the winner in that order.

Waterfal is also known as:

  • fallback
  • client-side mediation
  • waterfall tags

Several ad networks are called one after another in order to:

Implementation

An ad server software will implement it.

If the first network doesn't have any ads to serve, a call to a second network is made etc …

ie If the first party in the priority sequence did not purchase the impression, it would cascade down to the next party and to the next, until someone bought it.

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where the orders are served in the following order:

Cons

The waterfall is problematic for buyers and sellers.

  • Publishers don’t know when they’re leaving money on the table.
  • Advertisers may not get a fair shot at the inventory, resulting in skewed average historical prices.

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The inefficiencies of the waterfall can be solved through bidding

Documentation / Reference


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