What is an Ad Network?
An ad network aggregates inventory from multiple publishers and resells it to advertisers. Pricing and packaging may be fixed or programmatic. The ad network sits between publishers and advertisers, simplifying access to themed or premium supply. Compared to open exchanges, ad networks typically exercise more curation. Unlike exchanges, networks curate and bundle inventory. Many ad networks also provide managed services, creative guidance, and packaged deals.
Understanding Ad Networks
Ad networks offer simplified buying by aggregating publisher inventory and packaging it for advertisers. Many provide vertical or category bundles that align to specific audiences or content types. Managed services often come with network deals, along with creative specs that can differ by partner. Some focus on particular formats like video, CTV, or native, while others span broadly. Expect differences in reporting fidelity, pacing control, and optimization levers across networks.
Compared to open exchanges, an ad network typically adds a layer of curation and service. That can speed activation and reduce operational overhead for certain goals. However, transparency varies—ask about supply sources, brand safety, and verification. Creative guidance is common and can include specs or templates tailored to network inventory. Knowing these tradeoffs helps decide when a network complements your DSP program.
Why Ad Networks matter
Ad networks reduce buying complexity and unlock curated or niche supply that’s hard to stitch together alone. They can provide managed service and relationships that streamline execution. For many advertisers, networks complement DSP and exchange strategies by filling reach or context gaps.
- Simplicity: Easier access to themed inventory packages.
- Relationships: Negotiated deals and managed service options.
- Complementary: Can fill gaps alongside exchange/DSP buys.
How Ad Networks work
Publishers supply inventory to the ad network, which packages it by audience, site type, or format. Advertisers brief the network on goals and guardrails, then receive proposals or line items aligned to those constraints. Delivery can run via the network’s ad server or through programmatic deals into a DSP. Brand safety, viewability, and fraud controls vary by partner, so request verification and policies up front. Performance is read on standard KPIs and compared against exchange buys on similar supply. Spend is shifted across packages as results come in to improve efficiency.
Key Takeaways
- Ad networks aggregate publisher inventory and resell it to advertisers, often with packaging and guarantees.
- Networks offer simplicity and curated deals but may provide less transparency than exchanges.
- Ensure brand safety and viewability terms are clear before committing.
- Test with narrow goals and keep measurement consistent across channels.
