What is the purpose of a demand estimation tool?

The purpose of a demand estimation tool is to forecast the availability of future ad impressions. These tools are essential in the programmatic advertising ecosystem, as they allow advertisers and publishers to predict how many impressions will be available in the future based on various factors such as historical data, trends, and market conditions. This forecasting enables advertisers to make informed decisions about their ad spend and campaign strategies, ensuring they can engage effectively with their target audiences when the demand aligns with available inventory.

In contrast, tracking user clicks on ads relates to performance measurement rather than demand estimation. Creating engaging advertising content focuses more on creative strategies, while measuring brand awareness evaluates advertising success in a different context. Each of these options serves distinct purposes within the broader advertising landscape, but only forecasting ad impressions aligns with the primary function of a demand estimation tool.