How ad networks work
Publishers add the network’s code to their site or app. When a page loads, the network picks an ad to show, usually through an automated auction, and shares the revenue with the publisher. Advertisers pay per click (CPC), per thousand impressions (CPM) or per action (CPA).
Examples
- Google Display Network: ads bought in Google Ads, shown on sites and apps that use Google AdSense and AdMob.
- Microsoft Advertising: ads on Bing, MSN and partner sites.
- Meta Audience Network: Facebook and Instagram ads shown in other apps.
- Publisher networks such as Mediavine and Raptive, and affiliate networks that pay per sale.
Ad networks and ad exchanges
An ad exchange is an open marketplace where networks, advertisers and publishers trade ad space in real time. Much display advertising today is bought programmatically through exchanges rather than directly from one network.
Ad network example
A blog about hiking joins an ad network for publishers. It adds a small piece of code to its pages and ad slots appear beside the articles. A shoe brand buys space through the same network, targeting people who read outdoor content. When a reader clicks, the brand pays the network, and the network pays the blog its share.
How to choose an ad network
- For advertisers: look at reach, targeting options, reporting, minimum spend and where your ads can appear.
- For publishers: look at the revenue share, payment terms, the quality of ads and the minimum traffic needed to join.
- For both: brand safety controls and clear policies.
Ad network mistakes
- Advertisers: not excluding low-quality sites or apps, which wastes budget.
- Publishers: placing too many ads and slowing the page, which hurts user experience.
- Judging a network only on clicks and not on conversions.
- Skipping the policy rules, which can lead to account suspension.
Ad network FAQs
Is Google an ad network?
Yes. Google Ads buys space on the Display Network, and AdSense is the program publishers use to sell it.
What is the difference between an ad network and an affiliate network?
An ad network usually sells ad impressions or clicks. An affiliate network pays commission when a sale or lead happens.