Advertising Network

Advertising network refers to an infomediary, which serves between a group (network) of web sites (which want to host advertisements) and advertisers which want to run advertisements on those sites. Increasingly Ad networks are companies that pay software developers as well as web sites money for allowing their ads to be shown when people use their software or visit their sites.

Ad networks serve advertising on your website and share advertiser revenue for qualified clicks each time your site visitors clicks on ads. An advertising network (also called an online advertising network or ad network) is a collection of (often unrelated) online advertising inventory. When it is clear that the environment involved is the Internet, companies who run or administrate such networks are also called Advertising Agents or simply Agents.

An advertiser can buy a run of network package, or a run of category package within the network. The advertising network serves advertisements from its ad server, which responds to a site once a page is called. A snippet of code is called from the ad server, that represents the advertising banner.

Large publishers often sell only their remnant inventory through ad networks. Typical numbers range from 10% to 60% of total inventory being remnant and sold through advertising networks. Smaller publishers often sell all of their inventory through ad networks. One type of ad network, known as a blind network, is such that advertisers place ads, but do not know the exact places where their ads are being placed.

There are three types of online advertising networks: 1) Representative Networks, 2) Blind Networks and 3) Targeted Networks.

1) Representative (or Rep) Networks: They represent the publications in their portfolio, with full transparency for the advertiser about where their ads will run. They typically promote high quality traffic at market prices and are heavily used by brand marketers. The economic model is generally revenue share.

2) Blind Networks: These companies offer low pricing to direct marketers in exchange for those marketers relinquishing control over where their ads will run. Blind networks achieve their low pricing through large bulk buys of typically remnant inventory combined with campaign optimization and ad targeting technology. The financial model is arbitrage.

3) Targeted Networks: Sometimes called “next generation” or “2.0” ad 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.

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