All of a sudden, our simple business model becomes impossible to manage. While the publisher may fill it’s premium ad slots the traditional way, by selling advertising space via a direct sales team or programmatically, they are still bound to have a large amount of unsold inventory which doesn’t get filled. This remnant inventory consists of non-premium impressions, which are typically sold as packaged impressions to the highest bidder. And that’s where ad networks come in! An ad network, at its basic level, connects buyers and sellers in an online marketplace by aggregating supply and demand.
One of the best Advertisement Introduction things about ad networks
They are responsible for buying remnant inventory from the publisher and distributing this inventory through impressions to advertisers. They essentially act as a broker between supply and demand. A publisher may even use two or more premium ad networks to fill all new database their available remnant inventory not filled by direct sales and use a remnant inventory supplier such as Adwords to make sure all their impressions get filled. This practice is known as waterfalling and ensures that inventory is sold for the highest rate available at the time. Today, we’ve come a long way from when digital ad networks first started, back in the 90s. Ad networks are now able to use today’s tech to target users based on interests
As we know them today, is that they give
GEOs and lots more besides. Impressions are served via RTB platforms which provide inventory to advertisers on an auction basis, where you compete with other advertisers in real-time for the ad slot. So let’s look at what business models exist among ad networks and how you can use them to optimize your own ad campaigns and start making those juicy profits! Ad Networks with Powerful Targeting Capabilities
