A network that sells advertising on behalf of several websites, enabling advertisers to relatively quickly access large audiences through run-of-category and run-of-network buys.
Media buyers may efficiently organize ad campaigns across dozens, hundreds, or even thousands of websites by using advertising networks. The campaigns sometimes entail spreading advertisements throughout a whole network or a category (run-of-category) or a whole network. Dealing with advertising networks does not place a lot of focus on site-specific purchases. In order to avoid disagreement with in-house sales representatives, some networks don’t even provide site-specific purchasing.
The size and purpose of ad networks differ. Millions of monthly impressions and premium brands may be needed by large ad networks. Unbranded sites with thousands of monthly impressions may be accepted by small ad networks.
The choice between exclusive and non-exclusive representation is a crucial one for publishers. Though occasionally less ad space is sold, exclusive representation often results in a larger share of revenue sharing. Publishers in non-exclusive agreements may employ supplemental advertising sources to fill any unsold inventory from the main advertising network.
Types Of Networks Ads
Online advertising networks can be divided into three groups based on how they work with advertisers and publishers:
Vertical Networks
They represent the periodicals in their portfolio while providing complete transparency to the advertiser on the placement of their adverts. They are frequently employed by brand marketers to attract high-quality traffic at market rates. Revenue sharing is often the economic approach. Vertical Networks offer site-wide advertising alternatives or ROS (Run-Of-Site) advertising across specialized Channels (such as auto or travel), in which case they function similarly to Publisher Representation companies.
Blind Networks
While some networks provide a “site opt out” option, these businesses provide direct marketers with competitive pricing in return for giving up control over where their advertisements would show. Conducted-Of-Network, or RON, campaigns are often run by the network. Blind networks obtain their cheap prices by purchasing residual material in huge quantities and combining those purchases with ad targeting and conversion optimization techniques.
Targeted Networks
These targeted ad networks, often known as “next generation” or “2.0” ad networks, concentrate on behavioral or contextual targeting technologies that have been integrated into an ad server. Targeted networks are experts at maximizing the value of the content they buy by utilizing consumer clickstream data. Social graph technologies, which aim to increase the value of inventory by utilizing relationships in social networks, are another type of customized targeted network.