When print publishers first began moving online, they quickly realized they needed the means to make revenue, so they looked to the major revenue model they’d been utilizing in print—advertising—and tried to recreate it online as Ad Networks
The most obvious option to commercialize their content appeared to be thru display adverts. To do so, publishers could sell some of their advertising space directly by finding advertisers willing to display their ads on the publisher’s website, but there was a need for a platform that would allow them to sell their leftover inventory due to the fill risk involved in the process (some inventory could go unsold).
That’s when the ad network hit the scene.
An ad network is a technology platform that connects publishers and advertisers to sell ad inventory. While you might think that ad networks cover all types of media, they only include online advertising.
Because the marketplace of aggregated publisher ad space and advertisers is increasingly available on the Internet, the word “ad network” is commonly used to indicate “online ad network.” The main distinction between traditional and online ad networks is that online ones use an ad server to distribute adverts to the public. When ads are delivered through a single central hub, the business owner has access to a variety of targeting, tracking, and reporting options that aren’t available with traditional media.
Here’s how an ad network works:
Ad networks collaborate with publishers all over the Internet, assisting anyone with unsold inventory or ad space who wants to monetize it. This inventory is then gathered, packaged, and sold to advertisers by the networks.
- On an auction basis, an ad network brings together a large number of publishers to deliver the appropriate amount of inventory to advertisers.
- When running a campaign across multiple ad networks and indirect partnerships with publishers, the advertiser can set up campaigns directly using an ad network’s campaign-management interface, or set up pixels using a third-party ad server for verification purposes and aggregated reporting.
- After the ad is published, the advertiser can use the ad network’s campaign-management panel to rotate several banners on the website without having to contact the publisher.
Most publishers would only use one ad network to sell residual inventory in the early days of online advertising when there were fewer sites and advertisers. However, as the number of publisher sites grew, they discovered that they couldn’t sell all of their inventory thru a single ad network, resulting in low fill rates.
In an attempt to enhance fill rates, publishers began employing various ad networks, some of which supplied premium inventory and others that gave residual content.
The following are some of the most common ad network types:
Both marketers and publications can benefit from ad networks. But how do they work? This is a regular ad network approach, but keep in mind that these phases are constantly changing due to increasing technology.
- Premium Ad Networks: Offer inventory from well-known publishers.
- Vertical Ad Networks: Business ad networks, technology ad networks, car ad networks, fashion ad networks, and so on are examples of topic-specific networks.
- Specialized or inventory-specific ad networks (e.g., mobile, video, native): Focus on a specific type of inventory.
- Performance and Affiliate Ad Networks: The revenue share, CPC, or CPA pricing model is commonly used.
An advertiser buys a “package” of impressions on a CPM basis through traditional ad networks.
Ad Networks: What’s Next?
Supply-side platforms and ad networks compete for ad revenue from publishers and advertisers regularly. Meanwhile, both are progressively trying to replicate some of the features of the other, trying to bridge the gap between them.
Because marketers want a one-stop-shop, we’re seeing a “two-become-one” scenario where ad networks are increasingly offering SSP-like features.
On the other hand, SSPs are integrating ad network features to attract premium publishers. They connect the supply and demand sides by allowing advertisers to buy directly, making them similar to ad networks in the manner in which they connect the supply and demand sides. Usually, this involves an evolution toward programmatic direct (more on programmatic direct below).
The distinction between them becomes even hazier as a result of this.
Ad networks, for example, are gradually moving beyond premium inventory as programmatic engines optimize the bought RTB supply. In addition, they’re connecting their remnant supply to chosen DSPs to boost fill rates for their publisher portfolio.
The Most Effective Ad Networks:
It is one of the oldest (and largest) ad networks in the world. It isn’t going anywhere anytime soon, thanks to its stellar reputation and cutting-edge technology.
Google Adsense allows you to publish advertisements in various formats and offers a variety of targeting options, including behavioral targeting. However, be aware that Google AdSense holds its advertisers to a high standard of quality, so be sure to adhere to the guidelines.
It’s a well-known ad network on the internet, and it’s a popular alternative to Google Adsense. CNN, Forbes, and Esquire are just a few of its well-known publishers.
Media.net is powered by Bing and Yahoo, exposing publishers to a wide pool of national and local marketers. Advertisers, on the other hand, can use the ad network to produce contextual advertising across a variety of inventory types, including search, native, display, and mobile.
PropellerAds is another major player in the ad network world. Display, native, pop-under advertisements, and push notifications are just a few of the ad formats available through PropellerAds.
PropellerAds’ Self-Service platform connects publishers and marketers.
You can create campaigns and view real-time reporting for your ads on the platform, making it simple to track and manage campaigns.
Take a look at BidVertiser’s monetization model to see why it’s appealing to publishers. A publisher makes money not only every time an ad is clicked, but also when the click results in a conversion, such as a sale for the advertiser.
BidVertiser also has a bidding structure in place to ensure that publishers get the most revenue per ad impression.
Adcash Adcash offers a variety of ad formats and technologies to assist publishers in better monetizing their traffic. Even better, their technology can get through ad blockers. It’s one of the most user-friendly ad networks on the market, with a clear design and simple reporting features.
AdThrive is a lifestyle ad network that focuses on publishers in the travel, cuisine, and fashion industries. So, if you fit into one of these niches (or not, you can still join), this platform may be a good fit for you.
AdThrive follows a “creator-first philosophy,” and one of the requirements of the deal is that publishers will be paid even if AdThrive is not paid by advertising.
Amazon Affiliates is one of the most well-known affiliate marketing networks on the internet. You can use link-building tools as an affiliate to guide readers to certain products. The following is how it works: You receive a commission when a visitor clicks on a native shopping ad and makes a purchase.
It’s also worth noting that Amazon Associates operates under tougher guidelines than other ad networks.
is a media company based in New York.
Propel Media is a company that specializes in display and push advertising. It’s also one of the top ad networks for reaching out to people with high intent. It can analyze client intent and connect it with highly relevant content in real-time using intent-based technology.
Advertisers may use the correct ad network to reach their target demographic and boost conversions. It’s also a good approach for publishers to secure buyers and fill ad inventory. However, because there are so many ad networks to choose from, you need to carefully consider your alternatives.
So, how about you? Have you used this ads network before? GO AHEAD share your thoughts with us.