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Ad Networks 101
Ad Networks 101
Ad Networks 101
Ad Networks 101
Ad Networks 101
Ad Networks 101
Ad Networks 101
Ad Networks 101
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Ad Networks 101

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Simple introduction to online ad networks.

Simple introduction to online ad networks.

Published in: Business, Technology, Design
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  • 1. Ad Networks 101 Understanding how ad networks play into your online property.
  • 2. What is an ad network?
    • Ad Networks are built by connecting to thousands and in some cases millions of websites.
  • 3. What are the differences
    • Ad networks will vary based on the types of targeting available, types of pricing and caliber of websites.
    • The top 20 ad networks:
    • Advertising.com (Platform-A)
    • Yahoo Network
    • ValueClick
    • Google Ad Network
    • Specific Media
    • FOX Audience Network
    • 24/7 Real Media
    • Microsoft Media Network
    • Traffic Marketplace
    • Tribal Fusion
    • interCLICK
    • Turn, Inc.
    • Casale Media
    • CPX Interactive
    • Collective Network
    • AudienceScience
    • Adconion
    • Burst Media
    • ADSDAQ by ContectWeb
    • AdBrite
  • 4. Ad Network Buyer Benefits
    • Simplicity - Buy thousands of sites with one IO.
    • Uber Targeting - Demo, Geo, Behavorial, Content.
    • Cost - Ad Networks typically price very aggressively
    • Scale - huge reach into the web from premium sites into the mid and long tail.
  • 5. Ad Network Publisher Benefits
    • Monetize unsold inventory
    • Access to premium advertisers
    • Don’t have to hire and manage an ad sales force
  • 6. Direct vs. Ad Network
    • Question:
    • I was at an agency the other day and the buyer told me she buys my online property through Valueclick - what is ValueClick and how come the buyer won’t buy me direct.
    • Answer:
    • ValueClick is an ad network.
    • Many websites will use ad networks to sell off remnant inventory based on a revenue split where the ad network keeps a percentage of the CPMs earned.
    • In this case, ValueClick more than likely has a relationship with the online property and as a result can sell inventory into the online property at a substantial discount because the inventory is considered remnant.
  • 7. Direct vs. Ad Network
    • Question:
    • If the media buyer can buy my web property so cheap through an ad network, then how can I compete?
    • Answer:
    • In my opinion, you should focus on high impact elements that deserve a premium.
    • Site skins, home page takeovers, clutter busters and road blocks are all high impact placements that get a very high share of voice, if not a full 100% SOV. Since these units are not remnant, ad networks don’t have access to them.
  • 8. Dirty Little Secret
    • A dirty little secret I learned is that when an ad network can’t fill an order, it will often initiate an IO with a competing network to buy more inventory.
    • While the practice is frowned upon, it happens.

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