Definition
Before ad networks, an advertiser who wanted to appear on a hundred websites signed a hundred insertion orders. A network signs the hundred publishers once, tags their pages, and offers the combined inventory to advertisers through a single account: one deposit, one set of targeting controls, one report. The publisher gets one contract and one payout instead of a hundred, and the network keeps the difference between what the advertiser pays and what the publisher receives.
How an ad network works
- Supply. Publishers apply, are moderated, and place the network's tag or SDK on their pages or apps.
- Demand. Advertisers open an account, deposit funds, and create campaigns with targeting and a bid.
- Matching. On every impression the network's ad server runs an auction among the campaigns whose targeting fits and serves the winner.
- Tracking. Clicks carry a click ID; conversions come back by postback so the advertiser can judge each source.
- Settlement. The advertiser's balance is charged per impression or click; publishers are paid their share on a schedule.
Types of ad network
| Type | What it carries | Examples of buyers |
|---|---|---|
| Format-specialist | Pop, push, native or video inventory across many sites | Affiliates, performance teams |
| Vertical | Inventory and demand in one industry, for example iGaming or finance | Operators, lead buyers |
| Premium or brand | Hand-picked publishers, direct deals, brand-safety guarantees | Agencies, brands |
| Mobile and in-app | SDK inventory inside apps | App developers |
Reacheffect is a format-specialist network built around pop and push, with native, banner, interstitial, video, domain redirect and Telegram Mini App inventory added to the same account.
Ad network vs ad exchange vs DSP
An ad network owns the publisher relationships and sells its inventory itself. An ad exchange is a neutral marketplace where many networks and publishers sell to many buyers by real-time bidding. A demand-side platform (DSP) is the buyer's tool for bidding on exchanges. Most networks, Reacheffect included, also connect to exchanges and DSPs over RTB to fill inventory their own advertisers do not take.
Related terms
| Term | Relation | Where defined |
|---|---|---|
| Ad exchange | Neutral marketplace alternative | Term page |
| Ad server | The network's delivery engine | Term page |
| Traffic source | A publisher placement inside a network | Term page |
| Self-serve advertising | How most network accounts are run | Term page |
FAQ
How does an ad network make money?
From the spread between what advertisers pay per impression or click and the share paid to publishers, after fraud filtering and moderation costs.
What is the difference between an ad network and an affiliate network?
An ad network sells traffic; an affiliate network sells offers and pays per conversion. Many media buyers use both: they buy traffic from the first and send it to offers from the second.
How do I choose an ad network?
By the format and GEOs you need, the minimum deposit, the transparency of source-level reporting, and whether it supports your tracker's postback. Test with a small deposit before scaling.