Digital inventory, the ad space available on websites, mobile apps, OTT platforms and other digital touchpoints, is the virtual real estate of advertising. This is where ads — banners, video slots, story placements and more — live.
For publishers, app developers and content platforms, this inventory is more than just screen space. It’s a key source of revenue. And in today’s competitive landscape, knowing how to make the most of it and how to monetize it is crucial.
So, why focus on India? Because India is one of the fastest-growing digital markets in the world. With over 800 million internet users (and counting), a mobile-first audience and an increasing appetite for digital content, India offers massive potential for innovative monetization strategies, especially with formats like Web Stories, video ads and rich media.
Let’s take a closer look at how Indian publishers and platforms are tapping into this opportunity.
The State of Digital Advertising in India
India’s digital ad market is expected to grow by 20.2% in 2025, reaching Rs 59,200 crore by the end of the year. That’s not growth: that’s momentum.
So, what’s driving this? The answer, a massive shift in attention. Traditional media like print and TV are still around, but the digital landscape is where the real engagement happens. People are watching, reading, swiping and tapping on screens all day — and brands are following them there.
Websites remain key players, especially for news and specialist content. Mobile apps dominate in entertainment, finance and gaming. And OTT platforms? They’ve completely changed how India watches its favorite shows and movies.
For advertisers, this digital-first world means more ways to reach audiences. For publishers and developers, it opens the door to smarter, more dynamic monetization.
Types of Digital Inventory Available in India
When it comes to digital inventory in India, the options extend beyond simple banner ads. The landscape is rich, diverse and constantly evolving, which gives publishers and app owners plenty of room to get creative (and be profitable).
Here are some of the most common and high-performing inventory types in the Indian market.
- Display ads on websites: Classic and effective, display ads come in the form of banners, sidebars and in-article placements on news sites, blogs and content platforms.
- In-app ads: From gaming to fintech to edtech, mobile apps are full of ad slots. Formats range from simple banners to full-screen interstitials and rewarded video ads.
- Video inventory: Video ads are huge in India. Whether it’s pre-roll ads on OTT platforms or in-feed video placements, this format commands attention and often drives better engagement.
- Web Stories: A rising star in the digital ad space, these tappable, visual-first stories are showing strong performance, especially on mobile. In addition, they’re a great fit for India’s short-form content boom.
- Rich media ads: Interactive and visually dynamic, rich media units (like expandable ads or swipeable carousels) create immersive ad experiences that often perform better than static formats.
- Native ads: Seamlessly blending into the content, native ads appear on news aggregators, content recommendation widgets and even inside apps, driving engagement without disrupting the user journey.
This mix of formats lets publishers tailor their monetization strategy to their audience — and to what works best on each platform.
Key Strategies for Optimizing Ad Inventory
Monetization isn’t just about switching ads on and waiting for money to roll in. To truly make the most of your digital inventory in India, you need a smart, flexible approach: one that considers user behavior, platform strengths and what advertisers are really looking for.
Here’s how top publishers and app developers are making it work.
1. Embrace Google Web Stories
Indian users are mobile-first, visual and love bite-sized content, and that is exactly where Web Stories shine.
- Why it works: These tappable, full-screen stories load fast, perform well in search and are perfect for quick, engaging narratives.
- How to monetize: Use display ads between slides, sprinkle in affiliate links or offer sponsored stories for brands.
Pro tip: Keep it bold and visual. Weak visuals or too much text = swipe away.
2. Leverage Video Ads
Video is dominating ad spaces. OTT platforms, mobile apps and even news sites are all leaning into video content.
- Where to place: Place pre-roll and mid-roll formats within long-form videos and out-stream units in content feeds or articles.
- Best practices: Avoid autoplay with sound. Focus on smooth integration that doesn’t interrupt the user experience.
Pro tip: A/B test different durations and placements to find the sweet spot between engagement and revenue.
3. Integrate Rich Media Ads
Want users to actually engage with your ads? Rich media, like animated banners, swipeable carousels or mini-games, were designed to be noticed.
- Why it works: These formats grab attention and encourage interaction, leading to better engagement metrics and higher CPMs.
- Where to use it: Takeover homepages, or utilize in high-visibility spots or as part of special campaign sections.
Pro tip: Add a simple interactive element (e.g., a slider or quiz). It can dramatically increase the time-on-ad metric.
4. Utilize Display Ads Effectively
Display ads still deliver — when they’re done right.
- What matters: Mobile-first design, clear messaging and strong visuals are key.
- How to boost performance: Utilize targeted campaigns, retargeting setups and A/B-tested creatives.
Pro tip: Subtle animation helps your banner stand out without annoying users.
5. Experiment with Native Advertising
Native ads blend in with content. In fact, it’s their superpower: they feel like a natural part of the user experience, not a disruption.
- Where they shine: Native advertising performs well on content-heavy platforms like news portals, aggregators, blogs and lifestyle sites.
- What brands love: Native gives brands a storytelling format that connects better with users.
Pro tip: Write ad headlines with an editorial style. Curiosity wins clicks.
6. Implement Header Bidding
Don’t sell your inventory to just one partner — make them compete for it.
- Why it works: Header bidding lets multiple demand partners bid on your inventory in real-time, driving up your CPMs.
- How to start: Integrate with a header bidding wrapper and test a few top-performing SSPs.
Pro tip: Monitor site speed. Too many bidders can slow things down, so optimize for performance.
7. Diversify Ad Formats
Relying on a single ad format is risky. Different users respond to different styles, so variety is key.
- What to try: Test interstitials, in-page push notifications, native banners and popunders. Then, see what ad format your audience reacts to.
- Balance is everything: Aggressive formats may earn more short term but can drive users away if overused.
Pro tip: Test formats in specific sections or during peak hours. Evening users might engage more with video, while daytime traffic may prefer quick-read banners.
Balancing Revenue with User Experience
Let’s be honest, no one likes a website that feels like a flashing billboard. While boosting ad revenue is important, keeping your audience happy is non-negotiable.
Bombarding users with too many ads, auto-play videos or intrusive formats can lead to high bounce rates, ad blindness or worse — ad blocker usage.
So what’s the sweet spot?
- Monitor performance regularly: Track fill rates, viewability, engagement and bounce rates. If engagement dips after a new ad format, it’s a red flag.
- Test, tweak, repeat: Not every strategy works for every audience. Try new placements or formats gradually.
- Prioritize UX: Fast-loading pages, smooth navigation and non-disruptive ad experiences go a long way.
A good user experience doesn’t compete with monetization: it powers it. Happy users stay longer, engage more and click more.
Conclusion
India’s digital ecosystem is evolving fast and so are the opportunities to monetize digital inventory.
By tapping into high-impact ad formats like Web Stories, video ads, rich media and native advertising and combining them with smart strategies like header bidding and audience segmentation, publishers can go beyond traditional monetization.
The goal isn’t to earn more: it’s to build a sustainable, user-friendly platform that keeps both advertisers and audiences coming back.
In short, innovate, experiment, respect your users — and the revenue will follow.
