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What is an Ad Network and how does it work?

Ad networks work as a bridge between groups of marketers and publishers. Ad work includes online advertising and promotions etc.

It is a platform of technology which introduced in the era of 90s when online promotions start for the very first time. They are helping multiple marketers and content creators.

Ad networks gather ad space (unsold) from different marketers and provide this sum to promoters at a very cheap cost compare to direct deals with publishers. This type of catalog is usually called remnant or non-premium.

Nowadays, anyhow, many networks show interest in a tactical plan and offer their promoters special contracts at a reasonable cost.  They chose and purchase inventory from different publishers and then sale it again at an expensive cost. But this settlement might more exclusive for promoters, this makes sure of the premium post of their ads and commercials.

How does Ad Networks work?

A publisher usually uses all its inventory for ad networks and promoters purchase it as packaged impersonations. Ad network entire sum a massive no of publishers to give the obligatory expense of inventory to the promotors based on sales or mart.

By using the option of campaign management of an ad network, the promoters can start the campaigns or from a third-party ad server they can have pixels for authentication and merged reporting when organizing the campaign among different ad networks and having the face to face agreements with publishers.

The promoters create the parameters for a campaign like pursuing, revenue, rates, etc.), and the publisher mounts the labels of ad-network onsite by placing these labels through a first-party ad server or into the page directly. When the ad is issued, the marketer can swap different posters on the website through the campaign-management board of ad network without any link of publisher

In the beginning days of online advertising, publishers used only one ad network to sell inventory because there were very fewer sites at that time. But after that when publishers no start increasing they realized soon that they couldn’t sell all inventory for one ad network on very lower rates. So to enhance the fill rates they began to use various ad networks, some are giving premium one and others are providing remnant inventory tire.

Many ad networks running campaigns of organizations and publicists but it is not similar to AdSense where promoters and different agencies control pitching, directing and improving themselves.  An ad network and customer in these cases exchange the expressions of a purchase ad like users’ indications, the rate of served ad and price of impression. The ad network then implements the directing, customization and campaign’s report.

Benefits to publishers and advertisers:


They have a chance to trade inventory that couldn’t be sold through straight contracts. Anyhow, still it cannot save them from degenerating impressions, for example, they are unable to trade ad inventory and can’t get a great fill.


Advertisers also get many benefits from ad networking.

  • They can purchase extra inventory from different publishers via transitional and merging the campaign report.
  • They have to create the campaign once only and after that, they don’t have to mark pull-out deals again and again for each publisher. So it will save time as well.
  • The campaign reach can be an estimate and the rate of capping would be applied practically for the entire campaign.

Final words:

The competition for the market stake is growing day by day between suppliers and ad networks, who are struggling for the profit of marketers and publishers. On the other hand, both are highly offering optimization options, demising the distance between them considerably.

Advertisers trying to get a solution, as we know ad networks are offering different options for SSPs. It is presenting a two in one state. SSPs are applying some functions of ad networks and trying to appeal to top publishers. They permit marketers for direct purchasing that mark them the same as ad networks provide a platform to suppliers to join customers (buyers). It mostly requires development for direct programming.

The buyer side also should have trust in the directing technology of ad network which will mostly same as their ads related to material and users for appropriate and behavior indicating campaigns. That has never been roasted out.

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