What's An Advertising Network, And Exactly How Does It Operate?

When it comes to delivering advertisements in the digital arena, an ad network serves as a conduit, ensuring that the correct impressions are delivered to the right people at the right time for the advertiser.

In selecting an advertising network, what factors should you take into consideration?

There are a plethora of fantastic ad networks accessible to publishers that want to display advertisements on their websites. When determining which network or networks would work best for your present company model, there are several considerations to take into consideration.

Here are some considerations to bear in mind.

Devices used by your customers

Almost everyone is aware that we now live in a world dominated by handheld electronic gadgets. Although it is important for publishers to analyze how and when consumers use their mobile devices in order to determine if and when they should deliver mobile advertisements or desktop ads, this is not always possible. Consider that many individuals will be using desktop computers during working hours, but mobile devices will be used more often in the evenings and on weekends—and will be used more frequently to make purchases. As a result, according to a recent survey, just one-third of customers utilized both their mobile device and a desktop computer for the same purpose, and 80 percent of consumers use their mobile phones to investigate items and pricing.

The use of a mobile ad network rather than a platform specialized in delivering advertisements on desktop websites will be more appropriate for mobile publishers and app publishers in the future. The attempts of marketers to contact individual consumers via their mobile devices are aided by mobile advertising networks.

Consider who you want to reach with your ads and pick an ad network appropriately.

Various Targeting Alternatives

A wide range of sophisticated targeting possibilities are available via today’s advertising networks, including geolocation, demographics, device, income, and many other factors. Some networks additionally have retargeting capabilities, which allow marketers to place advertisements in front of consumers who have previously visited their websites.

While some studies have shown that conversion rates on retargeted traffic may be twice as high as those on normal advertising, other studies have found that customers feel “stalked” by retargeted traffic and avoid it.

It is necessary for publishers to evaluate their target demographic and niche market in order to identify which targeting options they want and which ad networks provide them.

The Network’s Publishing Specialization

Large ad networks often have a large number of advertisers and advertising agencies on their books. If you can identify the network’s target demographic and match it to your publishing specialty, you will have a far better chance of reaching your audience with appropriate advertising.

Selecting the most appropriate advertising network for your company requires considerable research, as well as time and money. Publishers should not be scared to pivot and choose a more suitable ad network if the one they are currently using is not delivering the results they desire. ‍

There are many different types of advertising networks.

Advertising networks are often classified based on their strategy, manner of traffic distribution, and amount of inventory available to advertisers. Publishers and advertisers work with a variety of networks depending on their particular requirements, therefore it’s necessary to understand the many types of networks that exist in the ecosystem in order to choose which is the most appropriate for your objectives.

The following are a few examples of the most common kinds of advertising networks available:

Advertising Networks with a High Level of Quality

Premium ad networks provide inventory from well-known publishers while also creating the demand necessary to increase competition for ad spots. They also tend to have higher standards for inventory, which may result in better levels of engagement and conversion metrics for their customers.

For instance, below are some instances of various advertising platforms:

Google Display Network

Yahoo Gemini

One is provided by AOL.

AdMob by Google


There are many additional ad networks in the ecosystem, but each of them is an example of a well-known ad network that takes pleasure in having premium ad inventory, as seen by their inclusion on this list.

Vertical Advertising Networks

In contrast to horizontal ad networks, vertical ad networks are topic-specific and reflect the publications in their portfolio, for example, a technology ad network, a business ad network, an automobile ad network, and so on. Aside from that, they’re focused on reaching a certain target with advertising messages.

This form of ad network provides complete transparency to advertisers on where their advertisements will be shown, and it is most typically utilized by brand marketers to drive high-quality traffic. As a result of more accurate targeting, which targets a particular audience rather than a wide audience, the volume of traffic is often lower, but the quality of traffic is greater.

With vertical ad networks, marketers often have the choice of placing ads throughout the whole site or on specialized channels such as finance or fashion.

Ad networks that run horizontally

Horizontal ad networks are greater volume networks that provide advertisers with a more diverse pool of inventory to choose from than vertical ad networks. Vertical ad networks have the capacity to potentially provide billions of ad impressions every day, but since the targeting is more generic, the quality of the traffic may be worse than with other types of networks.

While horizontal ad networks provide reach, size, and certain targeting capabilities, they are also referred to as “blind networks” since advertisers are unable to predict where their impressions will appear. Thus, although the reach of a horizontal ad network may be greater than that of an online vertical advertising network, the value of impressions supplied will almost certainly be lower.

Ad networks that are focused on a certain product or inventory (e.g. Mobile, Video, Native)

Specializing in a particular sort of inventory, specialty networks might include mobile ad networks and video advertising networks that are device-specific, for example, mobile video advertising networks.

A mobile ad network, for example (a form of specialized network), serves as a marketplace in which publishers may sell ad units to advertisers for use in mobile applications. A mobile ad network will allow developers to monetize their apps with advertisements, and mobile marketing will allow advertisers to reach their target audiences via a new medium.

The mobile advertising ecosystem has grown more important as more and more people use their mobile devices to access the internet than ever before, resulting in mobile marketers swarming to this medium to reach their target audiences.

Marketing networks that specialize in video advertising are another example of such networks since they allow marketers to promote to their target audiences only via the use of video ad units. These ad spots are particularly lucrative for marketers whose target audiences spend a significant amount of time watching video content, such as millennials or Generation Z.

Affiliate and performance-based advertising networks

Performance and affiliate networks link publications, such as social media influencers or blog owners, with businesses wanting to promote their services or goods via the promotion of others. These networks often utilize a revenue sharing, cost-per-acquisition (CPA), or cost-per-click (CPC) pricing model.

Typically, these networks will include marketing training, reporting tools, and other resources to help marketers become more successful in their businesses.

When it comes to affiliate ad networks in action, Amazon is a good example since it allows influencers and publishers to connect with sellers and earn commission on every transaction that their followers or readers make after clicking on one of their affiliate links.

What Is the Importance of Ad Networks?

Advertising networks are essential for both publishers and marketers because they allow them to reach their target audiences. Not only do they provide a diverse variety of possibilities for buying and selling advertisements, but they also use an auction structure to ensure that ad price is set mostly by supply and demand. In this way, both sellers and advertisers benefit from the lowest possible price for advertising inventory based on supply and demand, and both parties benefit from the lowest possible price for advertising inventory.

Networks may make an advertiser’s job considerably simpler by serving up targeted audiences on a silver platter, basically performing most of the hard lifting for the advertiser. Networks can help advertisers reach more people more effectively. A successful network provides advertisers with quality inventory from top-tier publisher websites at fair market pricing, which is precisely what they are looking for.

Instead of working with one advertiser at a time, publishers would be required to negotiate arrangements with each and every one of them individually, which would significantly slow down the process of building that critical revenue aspect. An ad network serves as a technological and commercial intermediate, streamlining the advertising procedure in the process.

Advertisers may buy an ad campaign with precise targeting that targets the particular audience they want to get in front of on a variety of websites all over the globe with no effort. All of this can be accomplished in a short period of time, enabling advertisers to get their content to market as rapidly as possible without having to negotiate individual ad slot agreements with various publishers.

The ease of use of advertising networks, as well as flexible payment mechanisms and cost efficiencies based on pricing power, are all essential factors in the broad use of advertising networks. Publishers and advertisers benefit greatly from the services provided by ad networks, which include payment facilitation and other ad network solutions.

Overall, ad networks enable both publishers and advertisers to achieve what they want out of their advertising campaigns. Publishers want a network that connects them with advertisers so that they may sell advertising space, and advertisers require advertising space that is in front of their target audience. Ad networks play this function by bringing together both publishers and advertisers in a simplified manner, which is precisely why ad networks are so crucial in the world of digital marketing.

The Most Effective Advertising Networks for Publishers in 2022


Adblade is a premium publisher and media agency ad network that includes 1,000 publishers, including FoxNews, Hearst Corporation, Yahoo!, and ABC. Adblade is targeted towards premium publishers and media agencies.

In addition to regular IAB ad units, Adblade now offers headlineNewsBullets® units, which, according to the company, have a 3-5X higher engagement rate than banner advertising.

Models include cost per thousand impressions (CPM), cost per thousand impressions (CPC), and real-time bidding.
500,000 monthly impressions are the bare minimum in terms of traffic.


A worldwide ad network that links advertisers and publishers, AdCash is based in the United Kingdom. They are now executing over 1000 campaigns in over 100 countries across the globe.

A variety of ad forms are available, including pop-unders, native advertisements, push notifications, banners, and interstitial advertisements.

Aside from that, their platform provides advertising technology that combats digital ad fraud and is built to work against ad-blocking software.

AdCash is also well-known for its excellent level of technical assistance provided by account managers who are both experienced and bilingual.

Models: cost per thousand impressions (CPM), cost per thousand impressions (CPC), and cost per thousand impressions (CPA).

Ad Maven

Even though Ad Maven is often recognized as the greatest pop-under network for advertisers, the network really offers a variety of ad types, including traditional display advertisements such as banners, lightboxes, interstitials, and sliders.

They provide hundreds of millions of adverts in around 200 countries and provide advertisers with the chance to target customers depending on their geographic location in their online advertising campaigns.

Models include CPA, CPI, CPL, CPC, and CPM.


Adsterra is one of the most reputable networks accessible to publishers in 2022, according to industry experts. Publishers can monetize any traffic with Adsterra, from desktop/mobile website traffic to social/mobile app traffic, using almost every available ad format, including pop-unders, in-page push notifications, native ads, banner ads, and VAST ads. Publishers can monetize any traffic with Adsterra, from desktop/mobile website traffic to social/mobile app traffic.

Models include the CPC, CPM, CPI, CPA, and CPL.


AppLovin, which was founded in 2012, is one of the most popular mobile ad networks for both mobile marketers and publishers that want to monetize their mobile applications.

It is intended for media applications of all sizes, from independent publishers to established developers, to assist them in connecting with their potential customers via mobile marketing.

Models include CPA and CPV.


The Centro Media Purchasing Network, formerly known as Site Scout, was the world’s first self-serve media buying network and continues to be the biggest to this day.

Programmatic advertising for mobile games and applications, as well as native advertising and retargeting, are some of the advertising services they provide to publishers today. They also provide a variety of other services to publishers.

Click Adu

Click Adu is a digital advertising network for online and mobile channels that offers a variety of creative ad formats, such as video pre-roll, skim, and pop-under advertisements. Click Adu is headquartered in San Francisco, California. Advertisers may choose between fully managed and self-service campaigns that include additional targeting options like geolocation, site, and device type, in order to optimize ad income.

CPM is an abbreviation for Continuous Performance Measurement.


By providing fixed CPM ad units, formerly known as bRealTime, EMX serves the needs of both publishers and advertisers. EMX specializes in monetizing websites across all regions, with a particular emphasis on those that are situated outside of tier 1 metropolitan areas (ie UK, US, and Canada).

CPM is an abbreviation for Continuous Performance Measurement.
Traffic requirements: 30,000 unique users each month as a bare minimum.


With over 40 countries under its belt, Epom Market is a cross-platform ad network that offers more than 13 billion ad impressions each month, connecting advertisers and publishers working across 15 verticals in over 40 countries.

Ad types supported by Epom include regular banner advertisements, in-text ads, video ads, and mobile-specific ad units, all of which use category-targeting for greater effective cost per thousand impressions.

Clients may obtain up to 1 billion free impressions during a 30-day trial period with Epom Ad Marketplace, which is available to all customers.

Models include CPM, CPC, CPA, and Auction.
500,000 monthly impressions are the bare minimum in terms of traffic.

Hilltop Ads

HillTop Ads, which is recommended for publishers with medium-to-high-traffic websites, is well-known for its anti-ad blocker technology, which saves publishers and advertisers money by preventing income from being lost as a result of the usage of such software.

In addition, they provide a contemporary, straightforward interface that enables publishers to monetize several websites with a single account.

Models include CPA, CPM, and CPC.


With participation on the 2018 and 2019 CNBC Disruptor 50 lists, as well as being named one of Fast Company’s 2018 World’s Most Innovative Companies, InMobi is one of the fastest-growing mobile advertising networks.

The usage of high-definition video content and rich media advertisements may aid publishers in cross-selling, retargeting, and reactivating consumers.

Publishers may also increase their profit margins by using dynamic pricing and campaign optimization tools.

Models include CPA, CPC, CPI, and CPM.


As a pop-under advertising network, PopAds claims to be the highest-paid and quickest paying ad network in the pop-under industry.

It is also said that their ad servers are both speedier and more secure than those of their rivals.

They provide their customers with real-time consumer data, which may be used to aid in the optimization of ad layouts in order to increase the number of new users acquired.

Models include CPV and CPM.

Propel Media

In the context of CPV/PPV, Propel Media is largely recognized as the greatest advertising platform available. It is well-known for targeting a high-intent audience via contextual text links and display advertisements.

Propel media has a simple-to-use interface, as well as enhanced optimization capabilities and visual analytics capabilities.

Propel is well-known for providing cooperative after-sales assistance to new clients in order to aid them in displaying suitable advertisements to their consumers.

Models include CPV and /PPV.

Revenue Hits

Revenue Hits enables publishers to monetize a variety of online properties, including websites, mobile sites, add-ons, widgets, toolbars, and more. Because of their usage of contextual and geo-targeted ad-serving technologies, they are an excellent alternative for publishers operating in the European Union who must adhere to GDPR regulations.

Models include CPM, CPC, CPA, CPV, and auctions.

Traffic Force

In addition to connecting publishers with over 100 demand-side partners, Traffic Force is also a supply-side advertising platform. This advertising network offers tailored online and mobile web traffic based on the number of impressions received.

Traffic force provides publishers with a variety of ad formats to choose from, including display banners, pop-unders, instant messaging floaters, and in-stream video advertisements. To deal with traffic, the company uses header bidding and open RBT technology.

A high degree of internet security is also provided by them, who use specialized technologies to examine all advertisements before they are made available on their network. This guarantees that no harmful advertising is shown. They also provide adverts that are encrypted using SSL.

CPM is an abbreviation for Continuous Performance Measurement.


Undertone works with leading brands and publications across a variety of sectors, and they take pride in their high-quality video marketing creativity and their ability to integrate with a variety of platforms.

They specialize in presenting high-quality mobile advertisements, in-app advertisements, and online advertisements across a variety of platforms.

The use of non-traditional inventory implementation methods by Undertone assures there is no cannibalization of current advertising goods, as well as 100 percent -1500 percent greater CPMs than normal display advertisements.

Models include CPM, CPC, CPA, and CPV.
500,000 monthly impressions are the bare minimum in terms of traffic.


When it comes to mobile advertising networks, Vungle is one of the best options for app developers and publishers that want to monetize their apps via mobile marketing and app adverts.

Users with a high lifetime value (LTV) are known to be attracted to Vungle by their rich media and video ad campaigns, which are designed by their in-house display advertising team.

They provide ad placements that allow publishers to be more creative with their formatting, as well as data algorithms that allow advertisers to A/B-test advertising in real-time for more efficient targeting and improved ad income, among other things.

CPC is the model.

Key Takeaway

When it comes to selecting an ad network, there are several factors that publishers should take into consideration. Consider your target audience, their device use, your publishing niche, and the financial model that will work best for you before starting to narrow down which networks are the most ideal for you.

  • Consider who you want to reach with your ads and pick an ad network appropriately.
  • It is necessary for publishers to evaluate their target demographic and niche market in order to identify which targeting options they want and which ad networks provide them.
  • ‍There are many different types of advertising networks.
  • What Is the Importance of Ad Networks? Advertising networks are essential for both publishers and marketers because they allow them to reach their target audiences.
  • An ad network serves as a technological and commercial intermediate, streamlining the advertising procedure in the process.

To find out more, get in touch with our helpful staff now.

Contact Us Here!