Help Understanding Tiering of Ads

[bkleinhe]

I own a large site that has grown quickly. I've been accepted into fastclick, casale, etc. but they are having trouble filling the inventory with nearly 2,000,000 impressions per day. So I have about a 30-40% fill, which drives down my eCPM considerably.

Each of these networks has a way to fill in a third party ad netowrk in the event they can't fill the ad. Is this how most do it? I've seen mention of other publishers that speaking of 1st tier, 2nd tier, 3rd tier traffic, etc.. until they end up with the visitors from foo man chu... do they use ad serving software to keep funneling the ads through the networks until they get filled?

I'm just wondering how to get fill 100% of my inventory by using a bunch of ad netowrks?

Any suggestions would be greatly appreciated! If they are using ad serving software, which ones are most popular?

Thanks in advance!

[Drastic]

>Is this how most do it?

Quite a few do it this way, it's often referred to as "chaining." You pick the best ad company first, fill its defaults with Ad Company 2, fill Ad Co 2's defaults with Ad Co 3 and so on.

You don't need ad serving software to do this.