Understanding Online Ad Networks: A Web Publishers Guide
Looking for more information about online ad networks and how they could help you increase your online ads revenues? In this MasterNewMedia guide, you will find the best resources, tips, strategy and advice to make better sense and understand how to use of online ad networks.
Photo credit: orson
An ad network is essentially a third-party service that acts like an intermediary between your web site and advertisers. Via the ad network you as a web publisher can connect with a large pool of advertisers who want to promote online their products or services.
When advertisers serve you ads, impressions and click on the ads can both generate revenues that are shared between you and the ad network, which in turn compensates the advertiser.
Using an ad network does not force you to run only ads served by the ad network. Large publishers, especially, use more ad networks chained together at the same time or go for a combination of direct campaigns and ad networks to fully monetize their web sites.
Services like Yieldbuild, PubMatic or Rubicon Project are built for this specific goal of optimizing your ad network(s). On the basis of statistical data, these ad optimization services identify the best performing ad network providers as well as the best performing ad position, layout, color and font style on your web pages to optimize your online advertising revenues.
But web publishers often prefer to work with multiple ad networks in order to avoid common problems like defaulting, which is the situation that takes place when no ads are displayed inside one of your reserved ad spots.
On the other hand more ad networks mean more ads to be served, which increases the opportunity of having relevant, and contextual ad content on your web pages.
If you are curious to learn what are the types of ad networks you can use to help you boost your online advertising profits, these are the three major different types of online advertising networks:
- Representative (Rep) networks: These networks are used by brand marketers and typically promote high-quality traffic at market prices. Rep networks allow advertisers to have full control over the destination and placement of their ads. Profits are generally made using a revenue-sharing business model.
- Blind networks: These companies offer low pricing in exchange for exclusive control over the destination of ads. Advertisers serve their ads, but they do not know exactly where. Blind networks are typically used by publishers to handle remnant inventory combined with campaign optimization and ad targeting technology. The financial model is arbitrage.
- Targeted Networks: These focus on specific targeting technologies such as behavioral or contextual. Targeted networks specialize in using consumer click stream data to enhance the value of the inventory they purchase.
There are also two bigger groups which advertising networks belong to:
- First-tier advertising networks: These have a large number of own advertisers and publishers that help them serve high-quality traffic. Revenues and traffic which first-tier networks make is also used to serve second-tier networks.
- Second-tier advertising networks: These generally syndicate ads from first-tier networks as their main source of revenue.
In this MasterNewMedia guide you can find out just about anything you need to know to understand and make greater sense of what ad networks are and of how you can leverage them to improve revenue deriving from your online advertising.
Publishers Guide To Making Sense of Ad Networks
Publishers Guide to Ad networks
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Originally prepared by Daniele Bazzano for MasterNewMedia, and first published on October 19th, 2009 as "Understanding Online Ad Networks: A Web Publishers Guide".
Daniele Bazzano -
Publishers Guide to Ad networks - Paul Maguire
Advertising Exchange: Ad Exchanges Open Up Your Ad Inventory To Real-Time Bidding - Best Ad Exchanges Reviewed - Travel Aficionado edited by Andre Deutmeyer
How To Create an Ad Network: A Publisher's Guide - Ryan Pike
Create Your Own Online Advertising Network - A Mini-Guide - xlucas
Ad Networks Are Transforming Online Advertising - franckito
What The Rise Of Demand-Side Ad Networks Means For Publishers - norebbo
Ad Exchanges Are The Future - Eric Picard
AdSense Alternatives: Contextual Advertising Programs To Make Money Online - Kirsty Pargeter
10 Things To Consider When Choosing an Ad Network - Elise Bauer
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