# Business models
# Enterprise
If the Tenant is Enterprise, Marfeel manages all of his ad space inventory. They also can maintain up to 10% of their ad inventory to serve direct campaigns if they choose to do so.
To efficiently manage this and ensure that the rest of the Tenant's ad inventory generates the maximum revenue possible, the 10% of inventory that customers retain follows the below guidelines.
# Position and format
The percentage of inventory that customers retain is specifically for inline ad spaces and to serve direct campaigns. Other formats like native ads or overlays (for example sticky ads or interstitials) are not included in this 5% and will be reviewed separately. The 5% of inventory is also randomly chosen for each inline position. This means that some articles might not have any publisher-managed impressions, whereas other articles might have more than one.
# Ad server
Publishers that choose to keep 5% of their inventory must provide an ad server (for example, DoubleClick for Publishers (DFP)) to Marfeel. This ensures publishers can have total control to traffic their deals directly and obtain their revenue metrics and KPIs (impressions, click-through rate, etc.) without having to request it.
# No campaigns served
If the Tenant chooses to maintain this 5% but doesn't serve any campaigns, Marfeel will keep the ad positions as part of the Enterprise business model so that a customer's valuable inventory continues to generate revenue.
To know more, read the how to implement direct campaigns guide.
# One Ad per Page (OAP)
If the Tenant is One Ad Per Page, Marfeel uses one fixed ad space on their page that will run a premium ad that Marfeel maintains control of. Marfeel never takes the first and top positions. This is always reserved for the Tenant. Instead, they take the very next ad space. If the article is very short, they won't take any position at all.
For this particular business model, Marfeel plugs in the Tenant's ad server tags in all the positions in the inventory so the customer will have full control of them from their ad server. To integrate these ads, Marfeel only requires the JavaScript tags.
On the home page and the different landing sections, the impressions are made where agreed.
In the article details sections, the system makes impressions inline between paragraphs depending on the different aspects that were decided between the Tenant and Marfeel.
The ad impressions that are agreed on can be lazy and made only when the ad is about to appear on the viewport. For more information on this approach, see the ads loading strategy section.
Clients also have the option of making impressions straight away without the lazy loading approach, if, for example, they are serving a direct ad campaign.
# Manage Ad Campaigns Through DFP
Tenants on the One Ad per Page business model that have a DFP tag implemented with Marfeel can change their ads directly in DFP (DoubleClick for Publishers).
This practice provides Tenants with more control and the ability to instantly implement new ads in their Marfeel Progressive WebApp (PWA) without having to contact Marfeel.
For more information on how to create ad units in DFP, see the Create an ad unit article (opens new window) in DFP's online help.
Conversely, if partners want Marfeel to implement the changes, tenants have to generate the ad tag and provide it to Marfeel 72 hours before when they want the ad implemented. For a detailed tutorial on how to generate an ad tag in DFP, see this article (opens new window) in the DFP online help.
# Business model change
Refer to the business model change guide.