Statistics show that ad spending in the digital advertising industry is expected to reach $740.3 billion in 2024. However, with this growth, advertisers looking to reach a bigger, more converting and targeted audience need ad networks.
Brands need solutions that help them market their work, and what better way to do it than through ad networks? In this article, we discuss ad networks, how they work, the different types of networks, and how to choose the best one.
What are Ad Networks? How Do They Work?
Usually, ad networks are platforms that connect brands or advertisers with publishers to facilitate the buying and selling of advertising space across websites and apps. This means a lack of an ad network would force publishers to handle the negotiations of deals with various advertisers single-handedly, which can be exhausting and time-consuming. If an advertiser is seeking ad placement, the advertising network gathers ad inventory that the publisher has not sold, or what we call a remnant inventory, and connects it with the advertiser.
Additionally, the ad network handles the logistics of advertisement delivery, targeting the right audience and payment collection for both the publisher and advertiser. First, the publisher submits their platform or content for review, whereby the network checks to see if it meets the set requirements and approves if all requirements are met.
Upon approval, ads are placed on the publisher’s website, ensuring they resonate with their target audience and generate clicks and impressions. Lastly, advertisers pay the advertising network to show their ads, and the publisher gets paid based on the actions taken by users.
Ad Networks Different Types
Advertising networks consist of the following types:
- Targeted Ad Networks: Built into the ad server, these networks provide advanced targeting capabilities whereby the advertisers can tailor their offers based on specific demographics, user interests, and behavior.
- Premium Ad Networks: This is offered to advertisers seeking high-quality ad placements from top-notch publishers with the aim of increasing the advertisers’ brand visibility and user engagement.
- Vertical Ad Network: They are topic-specific types of networks which means they focus on specific industries allowing advertisers to reach their target audience effortlessly.
- Inventory-Specific Ad Network: This entails specific types of ad inventory, including mobile ads (specifically meant for smartphone and tablet users), video ads (ad placement within video content), and native ads.
Effective Tips to Choose the Best Ad Network
The following shows the key factors to consider when choosing the best advertising network:
1. Evaluate the quality of the ads offered by the network
If the ads are high quality, the user experience will increase, translating to increased conversion rates and user engagement. High-quality ads resonate with your target audience, helping you avoid getting dud traffic.
2. Check the available ad formats
Consider an ad network that offers diverse ad formats that best serve your needs. Check if the ad formats offered align with your UX and website layout. Furthermore, an ad network offering different formats lets you play around with every option and optimize ad performance.
3. Assess the platform’s ease of use
A user-friendly advertising network ensures that there are fewer service disruptions and enhanced stability and reliability within the platform. Therefore, check out the various ad networks available in the market to see if they have an easy-to-navigate layout and an optimized and user-friendly interface to make it easy to create and manage your campaigns.
4. Know your specialization & target audience
Identify the kind of people you want to reach and the niche you want to specialize in. Once you have a good understanding of your target audience and niche, check if the available ad networks align with your niche, audience, and campaign goals to increase traffic and sales.
5. Examine the network’s customer support
Having reliable and responsive customer support is essential in catering to issues and offering solutions. So check if the customer support for different ad networks is professional and responsive.
Do they provide answers to your questions or address technical difficulties on time? If customer support is reliable and knowledgeable, you can rest assured that you will get answers and solutions when needed.
6. Evaluate and analyze the payment terms
Given that each network uses different pricing and payment models, it is essential to do your research on which model is used by the networks you have an eye on before making a final decision.
Check critical factors such as payout thresholds, frequency, and revenue share to see if they align with your financial goals. Ad networks commonly use Cost Per Action, Cost Per Click and Cost Per Mile payment models. While some use just one of these, others use all three. So choose wisely.
Final Thoughts
Ad networks are significant in the advertising sector as they make work easier for both publishers and advertisers. However, given the many advertising networks available in the market, you need to have a set of tips with you, as discussed in this article, that aid in choosing the best network that aligns with your objectives and increases the effectiveness of your campaigns.
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