Ad Networks 101 Understanding how ad networks play into your online property.

What is an ad network? Ad Networks are built by connecting to thousands and in some cases millions of websites.

Ad Networks are built by connecting to thousands and in some cases millions of websites.

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

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

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.

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.

Ad Network Publisher Benefits Monetize unsold inventory Access to premium advertisers Don’t have to hire and manage an ad sales force

Monetize unsold inventory

Access to premium advertisers

Don’t have to hire and manage an ad sales force

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.

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.

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.

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.

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.

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.