By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.
Waterfalling is a process used by publishers to sell all remnant inventory.
This process occurs when a publisher has been unable to sell its premium ad slots, which are typically reserved for direct ad sales facilitated by the publisher’s internal sales team and advertisers.
The term "waterfalling" originates from the waterfall-like sequence in which inventory is sold—demand sources are initiated one at a time, in a sequential manner.