Advertising network
Also called: advertising agency
An ad network is an agency that mediates between advertisers and publishers. An ad network takes the publisher's sales and the advertiser's purchasing work off the publisher's hands and receives compensation for it. Because of its connections in the market, a network can contribute to better results in addition to saving costs. Such as higher revenues for publishers and better reach at lower costs for advertisers.
Advertising agency services
The network brings parties into contact with each other. This can be done through an online platform, but also in the form of personal contact with sellers (by phone or email). The agency takes care of the administrative handling of campaigns, consisting of reports, invoicing to advertisers and payment of publishers.
Working with an ad network allows an advertiser to advertise across the entire network or within a specific channel at once. By advertising through many smaller publishers, a large reach can still be created and the advertiser can have easier access to certain channels.
Some networks have an auction model and thus also play a role in pricing inventory.
Examples
An example of such advertising programs is an affiliate network. The offerings of an affiliate network cover websites offering advertising space on the one hand and advertisers offering campaigns on the other. The affiliate network gives websites access to affiliated advertisers' campaigns, allows them to add appropriate banner codes to their sites and takes care of financial settlement.
Many large companies have their own ad networks. Google has Google Ads (advertising), Google AdSense (publishers) and DoubleClick (online and offline ads). Large websites like Twitter and Facebook also have their own advertising programs.
