Let's say that you have to fetch a bucket of water. You assume that the bucket is sturdy and has no holes. But by the time you return, you realize it's been leaking the entire time and you've only been able to collect 80% of a full bucket. Worse yet, you don't know where the holes are, and even if you did, you don't know how to fill them. The leaky bucket is an ongoing problem plaguing publishers who are often unaware that they are losing print and digital ad revenue due to problems that frequently originate during the pre-sale phase. It is one of the most overlooked problems that publishers are facing today.
Over the past few years, publishers have seen their ad inventory grow exponentially with the explosion of digital and mobile media channels. However, their profit margins are shrinking due to the increased complexity of advertising sales, meaning that publishers spend an increasing number of hours on manual data entry, creating a multitude of inefficiencies in the sale and purchase of online media ad inventory.