When publishers start putting their media holdings online, they start using print media to monetize their ad space. You have direct agreements with advertisers about ad units. However, they soon realized that the existing model was not scalable and that there was a lot of unsold inventory.
Additionally, advances in data collection and management have made digital advertising a radically new landscape. Advertisers collect immense data about their users, track them in different environments, and are interested in buying traffic instead of ad packages. The industry longed for a new technology solution that would streamline the purchase of media and make it truly data-driven. An advertising network became this solution.
What is an ad network?
An ad network is a business that runs the business between the publisher and the advertiser.
The introduction of ad networks criticizes critical problems of scale in digital advertising. The ad network represents various media received in the ad market, groups its inventory, and taxes are controlled by the program. Redundant procedures for manual insert requests and face-to-face negotiations have been removed.
Ad networks collect ad inventory from delivery sources (web publishers, apps, broadcast rights, etc.) and assign it to advertisers who are targeting the right audience.
An ad network is a marketable intermediary accountable for monetization on the stock side and offering the most effective ad placements for the demand side.
Creating an ad network takes enough work and time. However, with the right technology solution, this could be simplified. For example, Admixer offers the white label Admixer. Network, an all-in-one platform for creating and managing advertising networks.
How was invented an advertising network?
First, as digital advertising matured in the mid-1990s, advertising networks emerged. The dot-com bubble led to a rapid increase in the number of digital publishers.
The concern about digital advertising was also great. Certain of the fragmentation of the offer, the advertisers possess without a visual chemical point of view and the publishers who are not all their inventory. That is, it is possible to distinguish those that are not.
Ad networks have simplified these market, publisher, and process inefficiencies.
Initially, advertising networks collected unsold traffic after direct offers. This inventory is usually sold in direct sales at a much cheaper price than advertising space. Ad networks were seen as a way to sell residual traffic at no premium.
Difference between an advertising network and an ad server
The advertising network is not the only requirement for the placement and display of digital ads. Ad serving is based on the full range of advertising technology products and it’s important to differentiate them.
The main goal of an marketing network is to help producers in their monetization efforts, control the rate, optimize performance, and conduct transactions to purchase media. Like ad campaign management and performance reporting, all other important functions are performed through the ad server.
With ad servers, publishers contact advertisers through ad days and sell their inventory through waterfalls. You have to take care of it and upload themes manually. Ad server north rights options to programmatically exchange inventory, upload and monetize data just to connect yours programmatically. To identify the largest of these processes, a distinction is made between editor and mixer.
Advertisers can run campaigns through a third-party ad server. Stores ad motifs, helps measure campaign performance and provides insights into campaign results.
What is the ad network and why do publishers need one (or more)?
In a simple inventory sales process, think of an advertising network as an intermediary, responsible for making the right impression on the right buyer. It works with publishers (on the supply side) and advertisers (on the demand side) to help them achieve their advertising campaign goals.
Now that the cycle is turning into inventory release, the role of ad networks will be. For the publisher, ad networks sell inventions directly, and at other times they buy inventions from SSPs or ad exchanges and sell them for higher revenue. The largest publisher is known to have heard one type of ad format. Therefore, publishers who make money from their format should consider ad networks.
For instance, there are CPM ad systems like Criteo known to offer the best CPM rate and then there are video ad networks like Unruly serving publishers with the top video content.
Moreover, ad networks are known to competently work to sell remainder ad inventory. Ad networks take remainder inventory from multiple publishers, segregate them based on demographics, and sell the segmented impressions to advertisers specifically looking for similar impressions. Doing this kinds sure that the publishers’ register makes it to the right advertiser in time.