Category exclusivity
A commitment that the publisher will not run a competitor's ad for an agreed period.
The most valuable thing many publishers can sell and the least often listed. For an advertiser in a crowded category, being the only one of their kind in a trusted publication for a quarter is worth more than three times the impressions elsewhere.
Exclusivity needs its category defined narrowly and its period defined exactly. "No competitors" is unenforceable; "no other project-management software for 30 days from publication" is a term.
Terms it depends on
- Share of voice
- The proportion of available ad slots in a property or issue that one advertiser holds.
- Insertion order
- The signed document that fixes what will run, where, when, at what price, and what happens if it does not.
- Flat fee
- One price for one placement — a newsletter send, a sponsored post, a podcast read — regardless of how it performs.