How does an advertising network work?
An ad network exists primarily to help match up advertisers and publishing website outlets and to address a common problem. Many advertisers don’t have time to seek out dozens, if not hundreds, of different sites to run their campaigns on.
Typically, an ad network will have extensive relationships with advertisers and publishing sites. Our network allows an advertiser to use our network to run an extensive campaign across the entire network or across a specific category of sites.
Advertisers receive the benefit of being able to target a specific audience or a wide group of people all at once, without having to deal with each individual site. Publishing sites get the benefit of receiving higher value campaigns that they might not otherwise be able to attract on their own.
The job of every ad network is to keep everything rolling smoothly. In doing so, our network balances available inventory across the entire network with the demands of the advertisers. We make sure that an advertiser’s campaign doesn’t show up accidentally on an incorrect site (something which can cause problems for both the advertiser and the publisher). We also make sure that advertising being run on several of ineffective sites isn’t wasting the advertiser’s money, and at the same time, we make sure inventory isn’t being wasted.
As our ad network grows, our size and reach will grow as well, allowing an easier time commanding additional publishers who want to be part of the network.
Targeting versus run-of-network (RON)
Online advertising campaign targeting can be beneficial to both large and small businesses. This targeting on our EDGEclick Advertising network is allowed by specifying individual districts. Once you start targeting the campaign to just the district or region of interest, each impression will have more value.
Strengths: An advertiser who only wants their campaign to be seen by people in one geographic area can avoid paying for impressions that don’t fall in their geo-targeted area.
Weaknesses: Targeted campaigns carry a slightly higher CPM than RON campaigns.
Run of Network
This is perhaps the most basic and traditional form of advertising. With this method, an advertiser essentially buys a run of advertising, usually for a period of time. Advertisers agree to pay a specific CPM for a certain number of impressions (commonly in chunks of 100,000 to 1,000,000 impressions) over a period of time (commonly at least three months).
Strengths: This method of advertising’s biggest strength is simplicity. There is little question about what is being sold with this kind of advertising. Advertisers know exactly how many impressions they are buying, how much they will be paying for it, how long it will be running, and where it will be running.
Weaknesses: In some senses, the simplicity of this advertising can also be a weakness. For advertisers, it is easy for their advertising to get ignored. One of the biggest problems they face is that a user might see one of their ads but not click on it. Even if the user remember it later on, the random nature of which ad is shown on any page view might make it difficult for them to see it again. In some senses, this is similar to the weakness of television advertising as well. A campaign with no targeting at all will inherently not be as effective, since it will be shown to everyone possible