First look is a sales incentive used to grant chosen buyers priority access to a publisher’s inventory. A publisher’s ad sales team may offer an advertiser first look on inventory in return for the advertiser increasing their inventory commitment, giving them an exclusive opportunity to buy premium space via a direct deal before it is offered to others or auctioned on an ad exchange. A publisher can also choose to offer remnant/unsold inventory on one particular ad network or DSP before it is made available on any other platform. In this situation, a floor price or fixed price is agreed in advance, and if a buyer bids for the inventory on that chosen platform, they are guaranteed to win.
Last modified: 14 March, 2022