The Ultimate Guide to Ad Networks for Publishers

Ad Server vs. Ad Network

In the confusing mess that is ad tech, there are a lot of terms to digest. 

Ad servers and ad networks are different, but share some commonalities, so it makes sense that many publishers get them mixed up.

Let’s set the record straight —

What is an ad server? 

Ad servers allow publishers to put their ads on websites, apps, and other channels or environments. The code works as a part of a publisher's physical setup — when visitors land on a webpage or app, an ad server will answer a request by finding the right ad and delivering it to the visitor. 

Additionally, there are ad servers or ad management solutions specifically built for advertisers. These ad servers are typically more focused on ad delivery and tracking versus making a decision regarding which advertisement to serve.

On the other hand, you have ad networks, which have become increasingly obsolete. All publishers, however, must use an ad server of some kind, otherwise, they will not be able to host ads on their site.

To sum —

No ad network, no problem. 

No ad server, no ads.

Ad Exchange vs. Ad Network

Another essential ad tech component commonly mistaken for an ad network is the ad exchange.

These two are also similar. Similar enough that it’s difficult to explain the differences. But don’t worry, we’ll manage.

What is an ad exchange?

An ad exchange is a platform in which publishers and advertisers can engage in trade (vs. an ad network, which is more like a vendor that facilitates that trade.) 

The difference between the two can be summed up with an analogy: ad exchanges are like farmers' markets — where buyers and sellers can engage in direct trade, without the middleman. 

Ad networks, on the other hand, are the middleman. They’re the brands that buy a farmer’s cheese wholesale. They then package and market that cheese to sell it at an increased price. 

Ad networks and ad exchanges vary in three main ways —

• Revenue: Ad networks make money by reselling publisher inventory at a higher price. An ad exchange will typically operate under a revenue-sharing model that pays itself a percentage of each transaction that takes place within the platform.

• Customers (Publishers and Advertisers): Ad networks, historically, have valued their profit over that of the advertiser and publisher. This is because the business model relies on there being a significant gap between the cost of the inventory they buy and the price at which they resell it. An ad exchange, conversely, usually benefits when publishers and advertisers do well. This means the customers are prioritized since that is the best way to ensure all parties meet their objectives.
• Functionality: Ad exchanges are programmatic platforms where buying and selling take place whereas networks are not. Ad networks, especially modern ones, may use programmatic tools to optimize the efficiency of their business, but they are human-driven businesses.

As mentioned, there are very few standalone ad networks operating in the digital advertising industry today due to the growing popularity of programmatic advertising methods.

So, if selecting the best ad network is not really much of an option these days, you may be asking yourself: Is there something similar that can suit my advertising needs?

To that, we say: sort of. There is an endless sea of ad tech solutions that include varying tools and capabilities, many of which bear resemblances to ad networks of the past, but all of which have adapted to meet the current needs of publishers and advertisers. These options provide increased transparency and more opportunities for revenue growth. 

Keep reading to explore some of the best advertising solutions across the ad tech industry, all of which include the primary features and functions of a traditional ad network but offer publishers a much larger, turnkey product that supports multiple areas of their business while also simplifying their ad tech stacks.

Here are some of the best —

• Google AdSense: Generally considered the holy grail of starter advertising solutions. AdSense is the primary way that most publishers get ads placed on their websites. There’s a reason Google products are considered the penultimate ad tech solutions — the company is at the forefront of innovation in the industry, so their tools are competitive with other providers. Plus, Google demand is critical for optimizing and maximizing your revenue potential.

• Amazon Publisher Services: Amazon’s advertising platform is accessible through either of its two marketplaces —  Unified Ad Marketplace or Transparent Ad Marketplace. The first is ideal for smaller and mid-sized publishers, whereas the latter is an enterprise solution. Amazon is next only to Google in terms of scale, and it can be connected with Google Ad Manager to simplify its use.

• AdRoll: a marketing solution for eCommerce brands with a built-in ad network.

• Adsterra: an ideal ad solution for beginner publishers who don’t meet the minimum traffic requirements of a larger solution.

• Dianomi: a native ad solution that specializes in direct-sold native ads within the finance industry.

• Epom: a cross-channel solution designed to support ad networks that use programmatic technologies to simplify and optimize trade.

• Groundtruth: a location-based advertising solution that connects brick-and-mortar businesses with local audiences to increase in-person actions such as shop visits and service calls. 

• Infolinks: a contextual targeting solution with a built-in ad network that helps publishers and advertisers connect with the right audiences.

• Plista: a data-driven native advertising solution that provides a built-in ad network for its publishers.
• PopAds: a high-quality pop-under ad platform that provides a wide range of benefits to publishers including no minimum traffic requirements and a high degree of control over bid minimums. 

The Best Video Ad Networks

If video is the future of digital advertising, then the future is here.

Video ad solutions support the ad ecosystem by facilitating the trade of video ad impressions. 

Here are some of the best —

• OpenX: a leading SSP with a long list of features and its own built-in ad network.

• Magnite: a massive independent SSP that provides publishers with tools to maximize ad revenue across a wide range of channels, with a focus on connected TV demand sources.

• Unruly: an omnichannel SSP that offers a wide range of video monetization tools, including a video ad network.

• Teads: a programmatic video advertising solution that provides publishers with a video ad network and SSP.

While we’re on the topic of app ad networks (AKA the few remaining legacy ad network services still in existence), let's talk mobile ad networks. Think: mediation platforms and app SDKs like Chartboost, Vungle, and Liftoff.

Mobile advertising networks work in much the same way as the website ad networks that played a major part in the ecosystem only a few years ago. They are integrated platforms where developers and mobile publishers can sell ad inventory. 

These companies provide ad exchanges, but they also have sales teams that sell their own units. Mobile ad networks have the incentive to sell custom units to advertisers for installs, then acquire those users at the lowest CPM rates possible. 

Don’t get it twisted, though. They are still something of a middleman, filling a space between supply-side and demand-side platforms. Since much of mobile app monetization is still waterfall-based, ad networks have held strong within that system.