Also: advertising agency

An ad network is an agency that mediates between advertisers and publishers. An ad network takes the publisher's sales and the advertiser's purchasing work off the publisher's hands and receives compensation for it. Through its connections in the market, a network can not only save costs but also contribute to better results. Such as higher revenues for publishers and better range at lower costs for advertisers.

Advertising agency services

The network puts parties in touch with each other. This can be through an online platform, but also in the form of personal contact with sellers (by phone or e-mail). The agency takes care of the administrative handling of campaigns, consisting of reporting, invoicing advertisers and paying publishers.

By working with an ad network, an advertiser can advertise in the entire network or within a specific channel. Advertising through many smaller publishers can still create a large reach and make it easier for the advertiser to access certain channels.

Some networks have a auction model and therefore also play a role in the pricing of inventory.

Examples

An example of such advertising programmes are a affiliate networks. The offer of a affiliate network covers websites who offer advertising space and, on the other hand, advertisers who offer campaigns. The affiliate network gives websites access to affiliated advertisers' campaigns, allows them to add appropriate banner codes to their sites and takes care of financial settlement.

Many big companies have their own ad networks. Google knows Google Ads (advertising), Google AdSense (publishers) and DoubleClick (online and offline ads). Major websites such as Twitter and Facebook have their own ad programmes.