First ad networks appeared in mid nineteenth while it was websites boom. In 1996 DoubleClick was the pioneer in the concept of online advertising network and could win competitive position due to first reporting and success estimation campaigns. In other words, it was the first earliest explorer in mediation of buying ads between publishers and advertisers.
Not so much in whole has changed since that time, and in this article we are going to talk how modern platforms function and what their peculiarities are.
How ad networks perform now?
At the baseline, it can be said that advertising companies unite resources of advertisers’ unsold ads and sell them to publishers.
The latter ones are delivered the ads with the help of advertising server that is also responsible for all reporting staff, targeting and similars. The advertiser gives a special code to a server thus, an ad appears at the website after the code was installed into the pages. Campaign effectivity is measured using tracking pixel. The thing is usually posted on conversion pages of the advertiser.
Is there a difference between advertising networks?
Of course, and it can be a great one sometimes. The first point of critics is publishers, some networks are very scrupulous about them, while it makes no difference for others.
Networks are sometimes given access to premium publisher resources. It is profitable for both sides, as prices for a honey is significantly higher.
Networks often practise re-selling displays and publishers’ inventory for other advertising companies.
Advertising network is a win-win strategy for all the participants
As we discussed before, publishers resolve a problem with unsold space on their websites.
Advertisers save their time for various regulations and negotiations. The company should be tuned only once and all further handling is performed using tools from personal account.
Networks take their fee for services – everybody is happy.
What is your favourite advertising platform? Write us and tell why you like it.