A group of websites where one advertiser controls all or a portion of the ads for all sites. A common example is the Google Search Network, which includes AOL, Amazon,Ask.com (formerly Ask Jeeves), and thousands of other sites. In Google AdWords, they offer two types of ad networks on the internet: search and display (which used to be called their content network).
WHAT IS AN ADVERTISING NETWORK?
An Ad Network is a technology platform that mediates the sales of ad inventory between publishers and advertisers.
Its main advantage is that it aggregates the offer of different publishers in a way that the advertiser can access them from a single place, without the need to go publisher by publisher. In this way, it benefits from greater coverage to increase traffic, as well as easy management and monitoring of results.
From the publisher side, the main advantage is that you can have access to a large number of advertisers, which would otherwise be more difficult. To be a publisher supported by an Ad Network you only have to fulfill one condition: that you have the possibility to include a piece of advertising in your platform.
MAIN TYPES OF ADVERTISING NETWORK:
There are several types of Ad Networks that we can make a distinction according to the content and the type of business or media you work with, as these advertising networks are characterized by the targeting they do.
Contextual Ad Networks:
They are those that show advertising in context with the content of the website or media where it appears. Its technology is based on keywords that match the theme of the ad and allow the user to receive that advertising as less intrusive. Google is an example of this type of advertising network.
Behavioral Ad Networks:
These are the advertising networks that show the ads according to the user’s behavior. Their technology is based on the real-time actions that the user performs on a website, and through algorithms recognizes patterns of behavior and displays related advertising.
Horizontal Ad Networks:
They are also known as “Blind Advertising Network”. These are Ad networks that don’t offer sophisticated technologies based on behavior or content. The scope of this type of network is extremely broad. Horizontal ads offer advertisers reach, scale and multiple targeting opportunities.
Because the reach of horizontal advertising is so broad, it can deliver billions of impressions per day, although those impressions are not as targeted as vertical advertising.
Vertical Ad Networks:
They are networks that connect advertisers looking for a specific target or audience. Their technology consists of reaching specialized niches and deepening their contextualization. They are usually expensive networks since their level of segmentation is usually of great value to the advertiser. Vertical ads service, also known as “Know by ”, has significantly fewer impressions than horizontal ads since the reach is less broad.
ADVERTISING NETWORK FEATURES:
Before choosing an Advertising Network, you should consider its most important features.
Make sure you choose an Ad Network with a clear and simple interface. In addition, it has to give you the necessary data to improve your performance.
Ad Network Size:
Take into account the size of the advertising network because the more traffic it can give you, the better your results will be.
Audience targeting capacity.
Investigate what type of targeting they offer you on each platform depending on the target you are addressing.
The quality of the inventory.
Make sure of the quality of the inventory they offer.
Each advertising network allows you to advertise with a number of formats. Choose the format that best suits your needs!
ADVANTAGES FOR ADVERTISERS:
– Better prices.
– More traffic to the site due to the higher volume of impressions.
– Access to different types of target markets.
– Access to different payment models, such as: CPA, CPC and CPM.
– Easy management and measurement of results.
ADVANTAGES FOR PUBLISHERS:
– Outsource the sale of the spaces.
– To have quality advertisers, helping the direct sale of our media.
– Expand the portfolio of advertisers.
DESIGNED BY: ALBERTO GONZÁLEZ