Advertising Network

September 14,2009 in Online Advertising Glossary | 3 Comments

Definition of advertising network

A network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.

Information about advertising network

Advertising networks provide a way for media buyers to coordinate ad campaigns across dozens, hundreds, or even thousands of sites in an efficient manner. The campaigns often involve running ads over a category (run-of-category) or an entire network (run-of-network). Site-specific buys are not a major emphasis when dealing with advertising networks. In fact, site-specific buys are not even available at some networks, so as not to conflict with in-house sales reps.

Ad networks vary in size and focus. Large ad networks may require premium brands and millions of impressions per month. Small ad networks may accept unbranded sites with thousands of impressions per month.

One of the key issues for publishers is exclusive vs. non-exclusive representation. Exclusive representation generally brings a higher percentage of revenue sharing, but sometimes results in a smaller percentage of ad inventory being sold. In non-exclusive arrangements, publishers may use secondary advertising options to fill the space left unsold by the primary ad network.

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Reader comments:

Patrik Bahn
1st October 2019 at 12:12

Hi Michal, thank you for this glossary, very useful.

30th September 2019 at 05:38

Hi Michal, glad to see you finally launched your website in English. Will mark your blog into my list of websites I will try to see what kind of content you will publish here. Hope it will be good quality as your Czech blog at

David Keller
1st October 2019 at 12:14

Great explanation. Thank you for that!


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