What Is an Advertising Network?

ad network vs ad exchange

If you’re new to the world of internet advertising, you might not know exactly what a “ad network” is but you may have heard the word. We’ll go over everything you need to know about ad networks in this thorough guide, including what they are, how they operate, and the advantages they provide both advertisers and publishers.

Introduction to what is an advertising network.

Keeping up with the most recent trends and technology might be difficult because the world of internet advertising is always changing. The ad network is one of the major participants in the Internet advertising sector.

We’ll discuss what ad networks are, how they operate, and how they may help both publishers and advertisers in this post.

How advertising network Work?

Advertisers can buy ad space from a range of different websites or mobile applications through ad networks. To match adverts with websites or applications that the advertiser’s target audience would find relevant, they deploy targeting tools.

An advertiser submits their ad to the ad network in order to place it on a website or mobile application. The ad network then uses its targeting algorithms to identify websites or mobile applications that closely match the advertiser’s desired audience. The advertiser pays the ad network for the ad space before the ad is displayed on their preferred app or website.

Publishers can do this by using ad networks. They join an advertising network and provide advertising space on their website or app. The advertising network then sells this ad space to businesses looking to promote, and it gives the publisher a cut of the money made from the commercials.

Types of advertising network

Vertical advertising network

Vertical ad networks concentrate on a particular sector or market. Ad networks that focus on advertising for the healthcare or auto industries, for instance, exist.

Horizontal advertising network

Advertising space is offered in a wide variety of sectors and market segments through horizontal ad networks. They could provide both text and display adverts.

Blind advertising network

Ad networks that operate blindly provide advertising space without revealing the specific websites or mobile applications where the ads will appear.

Targeted advertising network

Targeted ad networks use data and technology to focus on specific populations. To target individuals who are most likely to be interested in the advertised product or service, they may employ demographic information, browsing history, or other variables.

Benefits of advertising network for Advertisers

There are several benefits of using ad networks for advertisers, including:

  • Access to a wide range of websites or mobile apps
  • Targeting options to reach specific audiences
  • Easy campaign management and tracking
  • Cost-effective advertising options
  • Flexibility to adjust campaigns as needed

Benefits of Ad Networks for Publishers

Ad networks also offer several benefits for publishers, including:

  • Access to a large pool of potential advertisers
  • Easy monetization of the website or app traffic
  • Automated ad management and tracking
  • Ability to maximize revenue from ad space

Ad Network Metrics

There are several metrics These include:


The number of times an ad is displayed.


The number of times users click on an ad.


The number of times users take a desired action, such as making a purchase or filling out a form.

Click-through Rate (CTR)

The percentage of users who click on an ad after seeing it.

Conversion Rate

The percentage of users who take a desired action after clicking on an ad.

Cost per Impression (CPM)

The cost of displaying an ad 1,000 times.

Cost per Click (CPC)

The cost of each click on an ad.

Cost per Action (CPA)

The cost of each desired action taken by a user after clicking on an ad.

Ad Network Payment Models

Ad networks typically use one of several payment models to charge advertisers for ad space. These include:

Cost per Impression (CPM)

Advertisers are charged a set rate for every 1,000 times their ad is displayed.

Cost per Click (CPC)

Advertisers are charged a set rate for every click on their ad.

Cost per Action (CPA)

Advertisers are charged a set rate for every desired action taken by a user after clicking on their ad.

Revenue Share

Publishers are paid a percentage of the revenue generated by ads displayed on their website or mobile app.

Ad Fraud in Ad Networks

For marketers that use ad networks, ad fraud is a significant risk.

Many ad networks use fraud detection technologies and third-party verification services to check the legitimacy of ad impressions and clicks in order to combat ad fraud.


In the realm of internet advertising, ad networks are essential because they link publishers and advertisers and facilitate commercial transactions between them. You can choose the best way to market your goods or services online by having a basic grasp of ad networks.

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