The digital marketplace is the go-to destination for businesses looking to get their products in front of broad audiences nowadays. According to
HubSpot
, as many as
68% of marketers
stated they found their paid online advertising endeavors a vital part of their marketing strategy. But how do brands get their ads out there? Surely they don’t wish upon a shooting star and have the ads magically pop up on Google, right? Of course they don’t.
They get their ads online through ad network integration.
But what is ad network integration, what are ad networks, and how do they work in the first place? That’s what you’re going to find out! Let’s start from the basics.
An ad network is a
term used for online platforms that mediate the online ad distribution process between publishers and advertisers
(e.g.,
display ad networks
). Ad networks only exist in the online world, and they do all the dirty work in putting your banner or
video ads
on someone else’s website or video.
So what happens when you sign up for an ad network as an online advertiser? You purchase ad space (also known as
ad inventory
) that various publishers put up “for rent.” It’s almost like getting yourself a billboard. However, instead of renting that ad space for a specific amount of time,
you get it for a limited number of impressions
.
Ad networks make everyone’s lives easier. Instead of having to look for websites or publishers to
sell your inventory directly
, you can just sign up with an ad network or a
DSP
and let them handle everything for you.
How Do Ad Networks Work?
Ad networks mediate the online ad distribution process between publishers and advertisers.
An ad network takes a publisher’s available ad inventory and sells it to advertisers on a per-impression basis. Here’s a step-by-step overview of how ad networks function:
Having one ad network was sufficient for most publishers in the early days of online advertising
due to the much lower number of websites online. However, since everyone is jumping on the digital advertising bandwagon, and
there are over 1.5 billion websites on the internet
today,
the demand for online ads has become much higher than the supply
.
That is why
many publishers utilize more ad networks simultaneously to maximize their
fill rates
. Features like
ad tag waterfalling
help them with that immensely, but remember not to get discouraged if you don’t reach your goal;
it’s next to impossible to achieve a 100% fill rate
. Most ad networks promise publishers a
25%–50% fill rate
, so as long as you’re within that range, you’re getting what you paid for.
More Options
— Both advertisers and publishers get a whole new world of opportunities when using ad networks to sell or buy advertising services. The auction system that these networks use is perfect for both parties — sellers get the best deals for their inventory, while publishers get the most for their budget.
Automated Matching With Premium Impressions
— Manually looking for a suitable ad inventory is extremely time-consuming. That is why the automation that ad networks bring to the table comes as a godsend for most advertisers. Ad networks also ensure you get the best deals possible!
Better Ad Reach and Instant Payouts
— The more publishers’ inventories you have at your disposal, the higher your ad reach will be. And when it comes to the publishers, they get immediate value as soon as they put their inventory on sale.
Ad Targeting
— This perk is more oriented toward advertisers, but it’s a vital one. Ad networks allow you to distribute your ads to a particular user demographic exclusively. You can choose between various targeting options like
contextual
or
behavioral targeting
to reach users interested in your products.
Variety of Formats
— Even if you only wish to advertise using banner ads, you never know when you might change your mind! The more options you have, the better. Who says you won’t decide to try your hand at
video marketing
in the future?
Stability and User-Friendliness
— Unless you have some coding skills under your belt, having a user-friendly ad network is crucial. That will save you a lot of time and nerves in the long run. Also, you don’t want to settle for a network that has frequent disruptions of service. That will only create unnecessary downtime on your ads and will result in a loss of revenue.
TargetVideo’s video platform also supports advanced monetization and targeting features like
GEO ad targeting
,
ad waterfalling
,
header bidding
, and
ad pods
. All TargetVideo users can also track their ad performance through our
advanced ad analytics
. All of these features exist to help our users streamline their monetization processes and maximize fill rates.
Not a TargetVideo user yet? Join our platform today!
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