Ad networks are the mediators of the ad inventory sales process that occur between advertisers and publishers. Once advertisers upload upcoming campaigns to their preferred ad networks and specify certain parameters such as budget, target audience, and frequency caps, ad networks come into play. Ad networks will run through their collection of inventories purchased from publishers to determine the ad inventory most suitable for each advertiser, ultimately bridging the two together to come to a deal.
There are several types of ad networks advertisers and publishers can choose from depending on their needs and/or specializations:
Because ad networks provide advertisers with a clear-cut matching process, advertisers are guaranteed the most profitable deals out there - that is, ad networks will help ads gain maximum exposure such as more views and clicks. Similarly, as long as publishers are enrolled in ad networks with designated ad spaces on their web pages, apps, or platform of choice, they can generate instant revenue, which can easily help cover operational costs.
Ad networks allow both parties, the advertisers and publishers, to increase their audience base. Ad networks will give advertisers with a larger pool of publishers to choose from, all within their desired budget, until they secure the optimal inventory. For publishers, the real-time bidding (RTB) system generally used among ad networks will guarantee an increase in their ad inventory exposure to multiple advertisers until it reaches the highest-paying bid.
Ad networks use an automated system to filter out ad inventories and proceed with the matching process. Hence, advertisers and publishers no longer have to do the manual work, which saves an immense amount of time and effort. At the same time, the network ensures both parties land with the most lucrative deals, making it cost-effective.