At the time of the opening shift from print to digital advertising, publishers adopted print media practices to monetize their ad space. While it cleared the way for a decent start by letting them sell some of their advertising via direct sales. With time they noticed that the existing model would not be able to give long-run results.
Digital advertising was a drastically new landscape at that time with constant developments in data collection and management. Therefore, old techniques of data advertising were not so good fit and the publishers were looking for creative solutions that would amend media buying and make it truly data-driven. That happened when ad networks came into the picture.
What is an Ad Network?
Publishers and advertisers can reach one another via an ad network or advertising network. Therefore, its primary duty is to combine the available ad supply from publishers. Moreover, match it with the demands of the advertisers also. The majority of them also offer support with tracking and reporting.
The first ad network came out in the mid-’90s when online advertising was in its first phases. Moreover, to efficiently sell the ad space and satisfy the demand of the advertisers, it helped the publishers iron out the market’s incapabilities. Additionally, its main responsibility in the past was to collect unsold ad inventory. On the other hand, remainder or non-premium are common terms used to describe this type of inventory sales.
After all, the first-rate offers on premium placement of their advertisements that have the potential to achieve the highest conversion rates are now being offered to advertisers by modern advertising networks, who have progressed to take a more strategic approach.
How does it work?
On the basis of transaction, an ad network gathers all the publishers to satisfy the needs of the advertisers for ad space. Moreover, the publisher can either directly put the ad network ad tags into the page or use a first-party ad server to do so. Through the campaign management interface of an ad network, the advertiser can directly set up the campaigns, including factors like targeting, frequency limitations, etc. Additionally, with the use of the ad network campaign management interface, the advertiser can also rotate several banners on the website after the ad has been published on it.
The Different Types of Ad Network:
Advertising networks are divided into three categories:
1. Based on different formats:
Promotion networks oftenly support a wide range of advertisement designs like pennants, local, show etc.
Mobile ad Network: These networks focus on leads via mobile apps and on traffic and work with the same ad networks.
Video ad Network: Connected with online video content.
2. Based on business strategy
Vertical networks: Have a large stock from few sites across various verticals with advanced targeting capacities. Moreover, it provides full lucidity for the advertiser about where their ads will run.
Targeted networks: Likewise called “next generation” or “2.0” ad networks, they make use of particular targeting technologies such as behavioral or contextual, to get the most wanted results.
Horizontal networks: Offer good pricing to direct marketers but do not tell them where their ad is going to be placed, therefore the name ‘Blind Organization’. Publishers are provided with certain tools to accept, block and advance campaigns.
3. Based on the number of clients and traffic quality
First-tier advertising networks: They have a huge number of advertisers and publishers promoted by high-quality traffic. Additionally, they serve ads and traffic to paired networks.
Second-tier advertising networks: They have a smaller number of advertisers and publishers and partner with first-tier networks to increase their reach.
Must Read : Top 7 Ad Networks With High Returns!
Advantages of Ad networks
Understanding what an ad network and how it works is incomplete without knowing its advantages for advertisers and publishers.
Reach and scalability: Ad networks allow viewers to reach a wider audience and publishers to connect with a larger pool of buyers.
Flexibility: Ad networks differ in the degree of flexibility and control they offer. Therefore, most of them allow publishers to block particular advertisers to be able to conserve the user experience. Flexibility for advertisers pertains to the type of audience they can reach or the type of ads they can serve.
Targeting and reporting: Publicists can serve their promotions close to the particular kind of happiness or target them in light of the client’s gadget, area, time, and so forth. Further, they can use the investigation information to more readily figure out their missions. Focusing on and
As a result, ad networks are crucial in the purchase and sale of advertising space. What’s More, improvements in its capabilities are still being driven by the growing rivalry and improvements in advertising technologies. As a result, it’s critical for advertisers and publishers to understand the value of ad networks and learn how to use them effectively in their ad operations, improving campaign effectiveness.
