For a new movie release, a movie production company wants to reach as many potential viewers as possible while maintaining an efficient CPM.
A soft drink company launches a new tea that they hope will be their best-selling product. They created a custom ad unit that they want to put on the homepage of a few top wellness websites.
A computer company knows about possible shipment delays next quarter. They want to negotiate an ad deal with one publisher but be able to walk away if the new laptop model doesn’t ship on time.
A shoe company is launching a new basketball shoe and they want to execute non-guaranteed inventory with a large array of sports publishers.