Glossary of Mobile Advertising Terms
An ad network is a technology platform or a company that connects publishers and advertisers that want to generate revenue by serving ads in a mobile app or a website. The main goal of an ad network is to collect ad space supply from publishers and match it to advertiser demand. Since “ad network” is a broad term, to avoid any confusion, it exclusively refers to online advertising.
The publishers use ad networks to sell their inventory (ad space), and then the network collects this inventory and sells them to advertisers. Ad networks earn their money by taking a cut of the ad revenue.
For the most part, this is beneficial for both publishers and advertisers, although, sometimes advertisers might have trouble with having limited control over ad placement.
Another thing to note is that not all ad networks are the same and that they can differ in many ways (size, focus, restrictions and so). Some are very selective when it comes to the type and quality of publishers allowed in the network. Also, larger ad networks may require way more impressions per month than the smaller ones. Some networks might also cater to specific verticals which can also make things easier for advertisers if they want to reach audiences interested in that specific topic.