Inventory Type:

• Web: Ads run in a browser on desktop, laptop, and mobile devices.
• In App: Ads run in a software application designed for a mobile device such as a phone, or tablet
• Combined: Ads run on both Web & In App inventory on the same Line.

Inventory Source:

• Exchange: The Open Exchange provides access to inventory monetized through supply-side platforms (SSPs), where all buyers and advertisers have an equal opportunity to bid in a competitive marketplace.
• Private Marketplace (PMP) Deals: Deals allow publishers to offer premium inventory exclusively to a specific advertiser or group of advertisers in a private auction.
• Programmatic Guaranteed (PG) Deals: 1:1 access where pricing is fixed and quantity of inventory is guaranteed and may require minimum spend commitment by the Advertiser.

Read more about best practices here: Best Practices

Inventory Targeting: Optionally, you can target specific sites, apps, or deals depending on your Campaign goals.