Nowadays, the digital marketplace is the go-to destination for businesses looking to get their products in front of broad audiences. According to HubSpot, as many as 68% of marketers stated they found their paid online advertising endeavors a vital part of their marketing strategy. But how do brands get their ads out there? Surely they don’t wish upon a shooting star and have the ads magically pop up on Google, right? Of course they don’t. They get their ads online through ad network integration.
But what is ad network integration? And what are ad networks, and how do they work in the first place? Well, that among other things is what we’re going to answer in this article. Here’s a quick overview of what we’re going to address:
Let’s get right into what you’re here for!
Ad network is a term used for online platforms that mediate the online ad distribution process between publishers and advertisers. Ad networks only exist in the online world, and they do all the dirty work in putting your banner or video ads on someone else’s website or video.
So what happens when you sign up for an ad network as an online advertiser? You purchase ad space (also known as ad inventory) that various publishers put up “for rent.” In a sense, it’s like getting yourself a billboard. However, instead of renting that ad space for a specific amount of time, you instead get it for a limited number of impressions.
So what ad networks essentially do is make everyone’s lives easier. Instead of looking for websites or publishers to put your ads on manually and contacting them yourself, you can just sign up with an ad network and take your pick.
As we’ve already mentioned in brief, an ad network takes a publisher’s available ad inventory and sells it to advertisers on a per-impression basis. Here’s a step-by-step overview of how ad networks function:
Now, in the early days of online advertising, having one ad network was sufficient for most publishers due to the much lower number of websites online. However, since everyone is jumping the digital advertising bandwagon, and there are over 1.5 billion websites on the internet today, the demand for online ads has become much higher than the supply.
That is why many publishers utilize more ad networks simultaneously to maximize their fill rates. Features like ad tag waterfalling help them with that immensely, but remember not to get discouraged; it’s close to impossible to achieve a 100% fill rate nowadays, even with waterfalling. Most ad networks promise publishers 25%–50% fill rate, so as long as you’re within that rage, you’re getting what you paid for.
Since these two terms appeared roughly at the same time and are easily mistaken for one another, let’s quickly disambiguate them.
An ad server is a technology that ad networks, advertisers, and publishers use to track and analyze their advertising campaigns. If you are interested in a more in-depth take on this topic, check out our article about ad serving technology.
Unlike ad servers, ad networks don’t deal with ad management and storage but with transactions between advertisers and publishers. That is where the primary difference between the two lies.
Aside from the already mentioned reason of convenience, using an ad network has many perks. Here are a few additional benefits ad networks bring to the table:
If you want to choose the best ad network for your business, there are few things you should look out for:
We at Brid.TV understand our clients’ online advertising needs, which is why our platform allows them to monetize videos to their heart’s content. The process is quite straightforward. If you’re a publisher looking to put ads on your videos, you can easily do that by setting up your monetization ad tags through our Bird.TV CMS. However, you’ll need to get your ad tag link from your ad network to do that. You can find a full step-by-step guide on how to set up ad tags properly in our site’s FAQ section.
Aside from that, Brid.TV’s video platform supports GEO ad targeting, ad waterfalling, header bidding, ad pods, real-time analytics, and many more features. All of these exist to help our users streamline their monetization processes and maximize fill rates.
So if you’re a publisher looking for an easy and reliable way to monetize your videos, give us a call. We could even offer you a custom subscription plan specifically tailored to your business needs. We hope to hear from you!
Until next time, take care!