A centralized platform for communication is good for business, whether it’s a real estate agency or an ad network. Instead of contacting every counter-party manually and individually, you can rely on infrastructure to contact partners, who are guaranteed to be engaged. Ad network eases the lives of marketers in a few ways by:
- Aggregating traffic sources
- Unifying terms and conditions of partnerships
- Providing infrastructure and tools for efficient and effective marketing
- Assisting along the way, while ad campaigns are being run
- Enabling frequent payouts using preferred payment providers
The ad network is a place where business-driven individuals meet and cooperate to make money with no frictions or complications. And while it might sound simple on paper, every ad network is unique. Moreover, they are oftentimes confused with affiliate networks—long story short, we have a few things to go through to ensure you understand what an ad network is.
Ad Network vs. Affiliate Network
An advertising network, a.k.a. ad network, is a mediator, connecting affiliates with website owners. More often than not, ad networks refer to them as advertisers and publishers, respectively. However, they shouldn’t be confused with the advertisers and publishers of an affiliate network, because in case of the latter, those are product owners and affiliates. You see, affiliate marketing in general has three parties:
In between them, there are affiliate and ad networks. Affiliate networks connect product owners and affiliates; ad networks connect affiliates and website owners. And they both call their partners advertisers and publishers, depending on who owns an offer and who drives traffic.
Advertisers and publishers are more like roles, which can change. But in case of ad networks, those are affiliates and webmasters.
Ad Network Types
While all the ad networks are designed to improve convenience, expand the assortment of ad placements and products, increase ad campaign flexibility options, and make affiliate marketing more newbie-friendly, some networks occupy specific niches, allowing them to be grouped.
Let’s go through the main groups to see how ad networks differ from each other, so that you know your perfect fit.
Narrow vs. Broad
Broad ad networks try to work with as many ad formats as possible, improving diversity at the cost of quality. On the other hand, narrow ad networks follow a “multum, non multa” approach (much, not many) and focus on a handful of ad formats.
For years, RollerAds has specialized in two ad formats: Push Notifications and Popunders. This dedication enabled us to smoke the competition, win over lots of large webmasters, and attract large-scale advertisers. And now with a solid foundation, we’re exploring the third ad format—Direct Click.
Check out Direct Click now by registering on RollerAds and either make the most out of your website or attract high-quality traffic for your offers.
Traffic Specialization
The stack of traffic sources is unique for every ad network. However, some ad networks favor particular websites, giving rise to specializations. One of the largest divisions there is adult vs. mainstream.
RollerAds is a mainstream ad network, meaning your product won’t be displayed on ethically questionable websites, and adult ads won’t be shown either.
Still, adult ad networks have their niche and work well within their domain. Depending on your vertical of choice, you might opt to promote adult, dating, 18+ nutra, and some other products there.
Self-Service Option
Ad networks also differ by the level of complexity. Sometimes, the sheer number of features available and their flexibility can overwhelm. When working with such networks, you might require assistance just to start. But when you learn the ropes, this advanced customization might come in handy.
On the other end are self-service ad networks, which also offer a range of smart features, but are designed to be easy to learn and master. Self-service networks give advertisers full control over their campaigns, including creatives, budgets, and optimization. For publishers, these networks offer the flexibility to manage ad frequency, target specific audiences, select categories or advertisers, and choose triggers like clicks, scrolls, time spent, and more.
RollerAds is a self-service network, so you can start making money quicker. Just make sure to read our FAQ and some blog articles to get the notion of affiliate marketing. We have a dedicated team of account managers and support staff ready to answer your questions and help maximize your earnings.
Ad Network vs. Ad Exchange
Some ad networks also happen to be ad exchanges. To put it briefly, an ad exchange is a larger entity, where multiple ad networks take part in an ad auction, trying to outbid the others and get their ads displayed. But besides ad networks, there are also individual affiliates, demand-side platforms (DSP), supply-side platforms (SSP), and some other actors.
In this regard, ad exchange is a more competitive and hostile environment, dominated by marketing sharks with bottomless budgets. The ad network is more like a closed community, which might be involved in an ad exchange or lead a separate life. In any case, it is marked by milder competition and a fairer environment.
Ad networks tend to be slightly more expensive but they provide guidance, expertise, and infrastructure in return. They also tend to have premium traffic (oftentimes purchased in-bulk from an ad exchange). You can try to save on costs and work directly with an ad exchange, but it will be harder to win over large companies and their enormous bids for premium traffic and ad spots.
Major Ad Formats of Ad Networks
Ad networks are many and so are their ad formats. Since some networks tend to specialize, you might want to know a few details about the most widespread ad formats in the market.
Push Notifications
Push Notifications are alerts that appear on a user’s device, even when they aren’t actively using an app or website. They are ideal for time-sensitive promotions, updates, or reminders, offering high visibility due to their direct delivery to users. Push Notifications work well for promoting flash sales, app updates, or limited-time offers, making them a valuable tool for advertisers looking to capture immediate attention.
Popunders
Popunder ads open behind the user’s current browser window, ensuring they are visible once the user finishes their activity. At RollerAds, we also call them OnClicks. These are less intrusive while still allowing advertisers to increase brand visibility or drive traffic to landing pages. This makes them ideal for advertisers who want to maintain a subtle yet effective presence without interrupting the user’s experience. They are part of a bigger family of Pop ads, which also includes Popups.
Direct Click
Direct Click is an ad format that functions like a Popup or Tabup, activating when users intentionally click on an internal site link and wait for the result. These links are strategically positioned in high-traffic areas of the site to capture clicks from highly engaged users.
Based on a set of algorithms, Direct Click chooses the most fitting offer among the roster and displays it before the user (like any other ad format). The choice is based on behavioral, demographic, and some other factors in order to predict the most resonating offer with the user.
Display Ads
These are traditional banners placed at the top, sides, or bottom of web pages. They vary in size and use visual appeal to capture attention, often appearing in high-traffic areas for maximum visibility. While a long-standing format, display ads remain the draft horse for building brand awareness and reaching broad audiences, despite occasional “banner blindness”.
Video Ads
Video ads are highly engaging and widely popular, often placed before (Pre-Roll), during (Mid-Roll), or after content (Post-Roll) on platforms like YouTube or social media. Additionally, there are sliders and in-page videos, which can be integrated directly into a webpage. These short videos effectively capture attention, convey complex messages in an entertaining way, and showcase products or services in action, which can boost conversion rates and leave a lasting impression on viewers.
Video ads require lots of effort to prepare and can easily ruin the impression when violating some basic rules. For example, slider videos should start off muted whenever a page is open to avoid irritating users.
Native Ads
Native ads integrate seamlessly into the content they accompany, matching the platform’s look and feel. This unobtrusive approach creates a smoother user experience, reducing the likelihood of being ignored or blocked. Their natural alignment with the content makes them highly effective for advertisers aiming to boost engagement and Click-Through Rates (CTR).
Interstitials
Interstitial ads appear during natural breaks in an app or website experience, like after completing a purchase or while transitioning between content. These full-screen ads are highly visible and generally bypass ad blockers.
Users can interact with Interstitials by clicking to visit the advertiser’s site or opt out by tapping the close button. Static interstitials are usually dismissible right away, while video interstitials may require users to watch for a brief period (typically around five seconds) before closing.
How Ad Networks Benefit Advertisers
Ad networks offer advertisers an efficient, streamlined way to reach their target audiences across multiple platforms and devices. Here are some of the key advantages:
Access to a broader audience. Through partnerships with numerous publishers, ad networks provide advertisers with access to a vast and diverse pool of potential customers. This extended reach ensures that campaigns can target the right users, no matter where they spend their time online.
Advanced targeting options. With tools like traffic presets, zone & CPA optimization, and Creatives Library, ad networks help advertisers deliver highly relevant ads to the right people at the right time. This increases the likelihood of engagement and conversions.
Simplified campaign management. Instead of negotiating with individual publishers, advertisers can use a single platform to create, launch, and manage campaigns. This centralized approach saves time and resources.
Data-driven insights. Ad networks provide powerful analytics tools that help advertisers track performance metrics like impressions, clicks, and conversions. These insights enable real-time campaign optimization and informed decision-making for better results.
Cost efficiency. Whether it’s Cost Per Click (CPC) or Cost Per Mille (CPM), ad networks make sure every dime counts. This allows advertisers to allocate their budgets effectively and pay only for measurable outcomes.
How Ad Networks Benefit Publishers
For publishers, ad networks are a powerful tool for monetizing content and generating a steady revenue stream with minimal effort. Key benefits include:
Streamlined monetization. Ad networks make it easy for publishers to fill ad space on their websites or apps with relevant advertisements, eliminating the need to find advertisers independently. In essence, ad networks ensure a 100% fill rate for publishers’ traffic.
Consistent revenue. Ad networks make sure that each click or impression generates maximum revenue.
Automation and efficiency. Publishers can integrate ad network code directly into their platforms, allowing ads to be displayed automatically. This reduces the workload and lets publishers focus on content creation and audience engagement.
Relevant ad content. Many ad networks use contextual targeting, ensuring that the ads shown align with the content of the publisher’s website. This enhances the user experience and can lead to higher click-through rates.
Access to various formats. Publishers benefit from the variety of ad formats offered by ad networks. This flexibility allows them to experiment with different formats to see what works best for their audience and platform. Even if we talk about ad networks with few ad formats, the choice is always there, meaning you can try out different approaches.
How to Choose Your Ideal Ad Network
That depends on whether you are a publisher with a website or an affiliate, willing to promote a product.
Picking an Ad Network as a Publisher
As a publisher, you want to maximize the commissions paid to you for using your ad inventory. However, picking money over convenience might be a bad idea.
For starters, you might also want to have a preferred payment solution available—what’s the use of more money if the surplus is charged by a payment provider?
Next, beware of ruthless advertising, when shocking content can enter your website. To prevent this, by searching for the networks that give you control over the ad categories, which are run on your website. At the end of the day, you don’t want to lose your user base because of malvertising.
Finally, take a look at the payment terms and how frequently you can request a payout. Sometimes you can delay payments, but at times you need money here and now. Take this into account when choosing your network.
Search affiliate groups and forums to find case studies and unique opinions about various ad networks. Just beware of unethical competition, as you can encounter paid reviews, written to wreck the reputation of a fair player.
Picking an Ad Network as an Advertiser
You do research first, and also look through forums, groups, blogs, etc. You probably already have some offer at hand or in mind, so refer to its KPIs. Based on the indicators, you can narrow down your search.
Consider whether adult traffic is OK and which ad formats are allowed. That is the tip of the iceberg.
Once you make up your mind about potential ad networks, check out their tools. You will be launching and optimizing your ad campaigns there, so you want all the chores to be automated or at least conveniently organized.
Pay close attention to the targeting settings available. Flexible targeting is the foundation of success, because you can narrow down your settings to target your ideal audience segment, which is good for budget.
A good indicator is to browse social media to see how active the network is at the conferences. Ad networks that value their reputation will refrain from shaving and other deceptive practices. Read the reviews on forums to solidify your opinion and once you’re ready, let’s get to work.
The Bottom Line
Advertising networks play a pivotal role in the digital advertising ecosystem, acting as bridges between advertisers and publishers to simplify and optimize ad placement. By offering advanced targeting, diverse ad formats, and streamlined management tools, ad networks empower advertisers to reach their target audience efficiently while helping publishers monetize their platforms effectively.
Whether you’re an advertiser looking to boost your ROI or a publisher aiming to maximize ad revenue, selecting the right ad network can make all the difference. With the right tools and strategies, ad networks can transform your advertising efforts into a powerful engine for growth and success.
Now is the time to harness the potential of ad networks—your next breakthrough campaign could be just a click away!
