An ad network, or an advertising network, is a platform that associates, brings together the advertising spaces of various publishers.
It then divides them into groups by audience and then reallocates them on the market.
The mechanism of an ad network operates on an "auction basis", meaning the negotiation and exchange of financial instruments are proposed until the quantity offered in auction is exhausted.
This platform was the first to offer agencies and advertisers this type of buying service.
The advertising formats offered to advertisers include: banners, native ads, and video.
Why is the advertising network important?
Ad network platforms are essential for marketing because they offer the possibility to buy by performance or by action, instead of by ad impression.
Advertising networks act as a technical and commercial intermediary between publishers and advertisers.
In terms of the technical aspect, there are offer integrations, to indeed offer their inventory.
The demand side, on the other hand, is used to activate and monitor campaigns.
The commercial part, finally, concerns the advertising networks that facilitate payments and transactions.
In conclusion, publishers negotiate deals with each individual advertiser to more successfully attract market demand.
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