Digital marketing term
Fixed Placement
An ad that holds a reserved site slot for the campaign, with no rotation against other advertisers. The publisher sells that position exclusively; delivery is predictable, and the rate is usually higher than shared inventory.
Detailed explanation
One buyer owns a specific unit — homepage masthead, right rail, sponsorship strip — for the flight. Every page load in that window shows the same creative in the same spot. The promise is location, not a bid in an auction.
Rotation splits the same slot across advertisers by share. A reserved slot does not share, so impression volume follows site traffic while position is guaranteed. Launches and seasonal brand bursts use it. Performance tests usually belong on cheaper rotating inventory.
Decide with price, slot quality, and expected impressions. Convert to CPM and compare with other channels. On a low-traffic site the always-on-this-page pitch can look bigger than the actual reach. UTM and impression logs show whether the guarantee was kept.
Frequently asked questions
- How is it different from rotation?
- Rotation shares one slot among several advertisers. Fixed placement keeps that slot exclusive for the campaign.
- When is the premium worth it?
- When a guaranteed position matters more than cheap scale — a launch, a homepage sponsorship, a seasonal takeover. Use rotation when you are still testing creative.
Related terms
Internal links for the topic cluster — read these concepts together.
- Ad SpaceThe placement where an ad sits, plus the inventory that slot can sell. A fixed unit, run of site, and run of network are not the same product.
- Display AdvertisingBanners, native units, and other visual formats on sites and apps. Unlike search text ads, they show up before someone has typed a query into the box.
- PublisherThe party that owns the content and the ad inventory: a site, app, or show. Advertisers buy the impressions; this side sells the space and the audience.
- Ad FlightThe start–end window when ads are scheduled to run—the campaign’s calendar, not the campaign object itself. Pacing, frequency caps, and reporting periods are built on those dates.
- ImpressionAn impression is a single instance of an online ad being displayed to a user.
- Run of SiteAds that rotate across one site’s inventory without locking to a section or URL. The buy is wider than a homepage sponsorship and tighter than a network-wide run.