What is an ad network?
An ad network is a collection of demand and supply sources looking to buy and sell ad slots. Demand sources consist of advertisers looking for ad slots to promote their products, whereas supply sources comprise publishers or app developers with unsold inventory.
How ad networks work
Both publishers and advertisers sign up for an ad network. Publishers post their requirements for ads in their empty or unused ad inventories (ad space), and advertisers bid on the inventory. The advertiser with the winning bid gets to advertise on the publisher’s ad space.
How to choose an ad network
Consider the following factors when choosing an ad network:
- Business models and payment terms
- Reach of the ad network
- Yield optimization and other support
- Ease of integration
- Control over ads or ad blocking
- Support for different ad formats
- Reporting and analytics