Digital Advertising Guide

The Complete Guide for Today's Digital Marketer

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Ad Networks

An ad network is an aggregator or broker of advertising inventory for many publishers. Buying inventory from ad networks allows marketers to buy ad space from multiple publishers through a single partner. This method allows for extended reach and lower pricing.

While there are general ad networks that aggregate and broker a variety of publishers, there are also more specialized networks that are specifically tailored to suit various marketing needs. Some of the more specialized networks include:

Vertical

A vertical ad network sells inventory from many sites that fall under a single content umbrella. For example, an ad network may specialize in the information technology (IT) vertical.

Premium

A premium ad network sells inventory only from comScore's list of the top 100 media properties, which have been categorized as the most trafficked and well-known sites across the Internet.

Long-tail

A long-tail ad network sells inventory from comScore's extended list of media properties, which have been categorized as sites that are much smaller and less well-known across the Internet.

Local

A local ad network sells inventory from regional or geographically targeted sites.

Affiliate

An affiliate ad network sells inventory from sites that use a cost-per-action revenue-share model between the advertisers, the publishers, and the network.

Blind

A blind ad network does not share the list of publishers that it purchases inventory from, but may sometimes give examples of publishers.

Transparent

A transparent ad network shares the full list of publishers that it purchases inventory from, and will sometimes let marketers pick and choose which ones they wish to include in their media buy.

Page 21 of 73
 

Digital Advertising Guide

The Complete Guide for Today's Digital Marketer

Download Now
 

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