# Advertising waterfall

A way of offering ad space to demand sources one after another until one fills it.

A way of offering ad space to demand sources one after another until one fills it.

## An example

An app asks its preferred buyer first, then tries a second buyer if there is no ad.

## Why it matters

The order can affect revenue and loading time. Sequential offers are different from a simultaneous auction.


## Related terms
- [Ad placement](https://jolts.xyz/resources/glossary/ad-placement)
- [Ad spend](https://jolts.xyz/resources/glossary/ad-spend)
- [Advertiser](https://jolts.xyz/resources/glossary/advertiser)
- [Publisher](https://jolts.xyz/resources/glossary/publisher)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).