What you need to know about ad networks
Ad networks collect and combine information about potential advertisers and then place it for potential publishers who provide ad space. When all the details of the next campaign are approved, the ad is transmitted from the specific web server to the ad resource. Ad networks boast thousands of traffic sources and are in high demand in today’s market.
All ad sources are generally categorized by ad verticals, sizes, and geographic locations. For both publishers and advertisers, they are known as ad inventory. Ad space inventory (publisher inventory) can include mobile, email, YouTube, desktop ad space, etc. Typically, this spot is taken by advertisers who build networks based on available publishers. All advertising is securely stored on the ad network’s server and then distributed to publishers.
User acquisition through ad networks sounds easy! In reality, the ad space is full of icebergs, traps, and surprises. Ad networks need to know the quality of the traffic and the volumes available. To attract potential customers, they need to be careful with all traffic sources and be responsible for publishers. A trusted ad network is fighting against scams and fraud such as bot installs.
Tracking usually goes through a tracking pixel, which is a hidden pixel, usually located right next to the ad. It contains JavaScript, which tells the network about the source from which the click came.
If we take the standard tools, AdSense is probably the biggest ad network out there. But it leaves much of the work to the users themselves. On the other hand, smaller, more specialized ad networks provide their own support team and bidding, targeting, analytics, and optimization services.
With the evolution of the Internet, methods of promotion are also being developed. Today’s market introduces the new way, which is gradually replacing the old system. It’s called DSP, self-service, or automated purchasing system.
The DSP platform is the eternal way of dynamic marketplace, where you can choose the bids, individual impressions or clicks, instead of buying all the traffic. These platforms are also linked to ad exchanges, where advertisers place their inventory.
Most ad networks start offering the same services or switch to a new model. This system allows for more flexible advertising strategies, compared to the typical ad network. Of course, our team seeks to monitor and consider the needs and changes of the market.
Modern ad networks are developing their own self-serve advertising system that caters to the ultimate needs of advertisers and publishers, so stay tuned to be the first to join the mobile ad network system.