Ad networks in more detail
Ad networks come in all shapes and sizes,
specialising in different ways and offering
different functionality
Small ad network
Ad networks come in all shapes and sizes
Small
vs
large
Generalist vs
specialist
Blind
vs
transparent
Large ad network
Generalist
Specialist
Blind
Transparent In between
Ad networks can choose to “specialise” in a number of
different areas
Particular industry
verticals
Behavioural targeting
Brand values
Geography
Ad networks differ in the visibility they offer advertisers
over which websites their ads get shown on
Transparent Blind
In between
Advertisers buy space
on specific websites
Advertisers buys
space e.g. on financial
services websites, but
doesn’t know which
websites in particular
his / her ads have
been served on
Advertisers buys a
certain volume of
inventory, but doesn’t
know on what
websites
Often offers publishers the best rates for each
impressions
Offers publishers a
way of selling remnant
inventory, without
cannibalising higher
rate sales
Thank You!
