What does Prebook refer to in advertising?

Prebook refers to an informal agreement to hold inventory in advertising. This practice enables advertisers or media buyers to reserve advertising space or time slots before they reach the final approval stage with the client. By prebooking, advertisers can ensure they have access to desirable inventory, especially during peak times or for high-demand placements, without yet having all the contractual details finalized.

This preliminary reserving process is crucial, as it allows advertisers to lock in certain opportunities while they finalize their broader strategy or details with clients. Being able to secure inventory in advance can significantly enhance planning and decision-making, especially in competitive advertising environments. It’s a strategic move that helps manage both time and resources effectively.