> ## Content Index
> Fetch the complete content index at: https://www.adlingo.org/llms.txt
> Use this file to discover other available public pages before exploring further.

# O&O (Owned & Operated)
- URL: https://www.adlingo.org/glossary/o-and-o/
- Published: 2025-01-15T10:21:00.000Z
- Updated: 2025-01-15T10:21:00.000Z
- Description: Content or ad inventory directly controlled by a media company rather than third-party affiliates or partners.
- Author: Travis Lusk
- Tags: Programmatic, #glossary, #Import 2026-10-27 17:05

Inventory the platform or publisher actually owns and controls, as opposed to inventory it is reselling from network partners. The distinction matters because quality, brand safety, and pricing behave differently between the two. When a partner pitches you O&O inventory, ask for the breakdown of how much is genuinely O&O versus extended network. That ratio tells you a lot about what you are actually buying.