Traditional ads (aka. non-programmatic ads) are utilized for multiple purposes:
elimination of “unfilled impressions” or otherwise called “white space” on your website for impressions where no programmatic buyer was able to purchase the impression
adding your own non-programmatic advertisers with image-based creatives in the auction (fixed CPM fee, see details below)
Which is the best strategy for my website?
Websites can largely differ from each other both in terms of content and advertiser makeup. The right strategy is not always what other site owners are doing. Please also keep in mind that the majority of programmatically unfilled impressions end up being served to bots and not to actual real human visitors. Programmatic buyers often have tools that can identify non-human impressions, however, it is somewhat difficult to predict it prior to the impression as bot characteristics also change over time. You can also consider utilizing bot scoring and filtering on your Sulvo units at no additional cost but if the filter is set to a low value then inevitably there will be some bot impressions occurring on the site(s).
If your site has any direct, non-programmatic advertisers with traditional image creatives and a fixed CPM then consider selling traditionally sold impressions to them. If your traditional, non-programmatic advertisers are paying a high enough CPM rate that beats your average programmatic CPMs, then it may be worth selling impressions to them instead of to a programmatic buyer.
Please note that you cannot insert scripts or programmatic ads into the auctions. For all programmatic demand, Sulvo already provides both Prebid connectors and special connectors. All programmatic demand connectors are constantly quality tested, maintained, and hosted by Sulvo and protect your ads from malicious code and 3rd party script-related errors or malware and viruses.