Time Savings: An advertiser sets up the campaign once and does not need to sign insertion orders for each publisher separately. Campaign Reach and Measurement: The reach of the campaign will be measured and frequency capping will be applied to the whole campaign. There is an ongoing competition for market share between supply-side platforms and ad networks, who fight for publishers and advertising revenue.
At the same time, both are increasingly trying to offer some functionalities of the other, significantly blurring the line between them. Conversely, trying to attract premium publishers, SSPs are implementing certain features of ad networks. They allow advertisers to buy directly, which makes them similar to ad networks in the way that they connect the supply side with the demand side.
This usually involves evolution towards programmatic direct more on programmatic direct below. Programmatic direct is a new, alternative solution to ad networks that makes the sale of display advertising less complex, and cheaper.
It automates the process of direct ad-buying for campaigns. It is a non-RTB non-real time and non-auction method whereby guaranteed ad impressions are bought in advance from select premium sites. Programmatic direct, simply put, is technology that enables the possibilities of an ad network with a dedicated self-service panel for publishers and advertisers.
The technique mimics the direct buys from publishers, where impressions can be considered on an individual basis i. Just like in the case of a private marketplace, it allows a more precise and nuanced way of buying inventory. First, a walk down memory lane. As the number of sites and digital publishers proliferated, they needed a simple way to increase inventory demand and ad revenues.
Likewise, advertisers needed help scaling their digital ad buys across a growing number of websites without having to deal with each publisher directly.
In the beginning, there was DoubleClick. Launched in , the digital ad services agency pioneered the concept of an ad network and attracted buyer demand with its ad performance tracking and reporting solutions. The company acted as a middleman, brokering ad buys between advertisers and a network of publishers.
By that time, Google AdSense was four years old, having launched in TubeMogul and Tremor Video are examples of independent video ad networks. At the most basic level, ad networks pool inventory of unsold ads from publishers and sell it to advertisers. They earn money by taking a cut of ad revenue, sometimes marking-up inventory before selling it. Performance is tracked via a tracking pixel from the ad network that the advertiser places on the conversion page s such as a thank you page on its site.
Unlike AdSense where advertisers and agencies manage bidding, targeting and optimization themselves, many ad networks manage campaigns on behalf of agencies and advertisers. In these cases, an ad network and buyer negotiate the terms of an ad buy such as audience targets, impressions the number of times an ad is served and average cost per impression CPM. Yet, it could be simplified with the right tech solution. For instance, Admixer offers white-label Admixer.
Network , an all-in-one platform for the creation and management of ad networks. First, ad networks emerged in the mids with the maturing of digital advertising. The dot. The demand for digital advertising was also vast. Ad networks ironed out those inefficiencies out of the market, and represented publishers and facilitated the process.
Initially, ad networks collected the traffic that remained unsold after direct deals. This inventory was usually sold at a much lower price than ad space in direct sales. Ad networks were perceived as a way to sell remnant, non-premium traffic.
The ad network is not the only prerequisite for placing and displaying digital ads. The main purpose of an advertising network is to assist publishers in their monetization efforts, control fill rate, optimize yield, and transact media buys. Like managing advertising campaigns and reporting on the results, all other essential functions are done through the ad server.
The first-party ad server , such as Admixer. With ad servers, publishers connect to advertisers via ad tags and sell their inventory via waterfalling. They have to set up campaigns and upload creatives manually.
An ad server provides limited options for trading inventory programmatically, uploading and monetizing data, connecting own programmatic demand. To streamline most of these processes, publishers need advanced functionality of Admixer.
The third-party ad server allows advertisers to run campaigns. It stores the ad creatives, helps to measure campaign performance, and reports on campaign results. Both SSP and ad networks collect publisher inventory to sell it to advertisers, so those adtech platforms are quite similar on the surface level.
SSP was the next step in the programmatic evolution and offered publishers to sell their inventory via open RTB auctions. Advertisers needed audiences across various geo locations and content niches, while most networks had limited scope.
Ad networks had different integration methods and issues with inventory sales to external sources, many optimization tasks were done manually. The arrival of SSPs with openRTB auctions allowed advertisers to access global inventory, achieve an international scale, and streamline the media buying.
The ad network model persisted in the niches that are not ready for programmatic adoption. For instance, adult content is blacklisted by most SSPs, and is still monetized their inventory through old-fashioned ad networks and waterfalls.
Other ad networks concentrated on providing premium inventory, and striking deals with direct advertisers. Modern ad networks evolved and adopted programmatic technologies, most frequently header bidding. Google Adsense can publish ads in various formats and provide super detailed targeting options, like behavioral targeting.
But be warned, Google AdSense holds its advertisers to a high standard of quality, so prepare to follow the rules. Bing and Yahoo power Media. On the flip side, advertisers can leverage the ad network to create contextual ads across multiple inventories, including search, native, display, and mobile.
PopAds is one of the leading ad networks specializing in pop-under ads. As a refresher, pop-under ads appear under an active window for desktop and mobile users. PopAds offer instant approval and competitive CPM rates. And, unlike other ad networks, there's no minimum traffic requirement. Another heavy hitter in the ad network sphere is PropellerAds. PropellerAds offer a variety of ad formats, including display, native, pop-under ads, and push notifications.
With the platform, you can create campaigns and see real-time reporting for your ads, making it easy to track and manage campaigns. BidVertiser is an attractive option for publishers — just take a look at its monetization model. In addition to earning money each time an ad is clicked, a publisher also earns a little extra when the click leads to a conversion, such as a sale for the advertiser. BidVertiser also has a bidding system to ensure publishers secure the highest revenue for each ad impression.
Adcash offers a number of ad formats and tools to help publishers monetize their traffic better. What's better, their technology can bypass those pesky ad blockers. With a clean interface and straightforward reporting tools, it's one of the most user-friendly ad networks on the market.
AdThrive is an ad network specializing in publishers in the lifestyle industry, including travel, food, and fashion. So, if you fall into one of these niches or not, you can still join , you may thrive on this platform. AdThrive follows a "creator-first mindset," and part of the deal is guaranteeing payouts for publishers — meaning, even if AdThrive doesn't get paid by an advertiser, they will still pay you. Amazon Affiliates is one of the leading affiliate ad networks on the web.
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