Ad Networks

 

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Since there are millions of websites available for online advertising, one of the most convenient and efficient ways to purchase ads is to use an ad network, which sells advertising on behalf of hundreds or thousands of participating websites.

Ad networks serve as a single point of contact for many sites. This saves you the time it would take to contact 20-30 websites individually. Ad networks provide a single invoice for all websites you select for advertising. They provide standardized reporting to compare the performance of individual sites, and they standardize the ad units.

There are three types of advertising networks: representative networks, blind networks and targeted networks.

• Representative networks -- These are ad networks that represent specific websites. Advertisers select sites they want to advertise on from the network's portfolio and pay specified market rates.
• Blind networks -- Blind networks buy remnant (unsold) inventory in volume from websites and offer low pricing to advertisers. Since the websites offered by the network will vary based on inventory and demand, potential customers are targeted by demographic characteristics across many websites. In exchange for lower costs, advertisers relinquish control over where their ads run.
• Targeted networks -- Targeted networks are evolved blind networks than incorporate user behavior into their ad server technology. This allows them to target potential customers across their entire network based on behavioral triggers. For example, if a customer has visited a website related to your industry, the network can continue displaying your ads to the same user--even when they visit unrelated websites.

When selecting a network, consider the quality of websites a network represents and the quality of ads that appear on the network from other advertisers. You should also consider the type of ads supported by the network. Ensure you have the appropriate text ads, display ads and rich media ads for the given network.