Display fundamentals

Networks and exchanges

Should you buy inventory on a network or through an exchange? It's a tough choice to make if you're not sure what the differences are between them. Let's have a look at both.

 

 

Ad networks
An ad network works with site publishers from all over the web to help monetize any of the publishers’ inventory that goes unsold. The networks aggregate this unsold inventory and use technology to effectively package it.

Benefits of buying from a network:

  • Value. Networks link advertisers and publishers to reach mutual goals that could not otherwise be met.
  • Safety. Networks offer a safe environment for publishers and advertisers to buy and sell space.
  • Access. Buying from a network gives advertisers access to inventory across these multiple publishers.

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Ad exchanges
Display space that’s unsold by either sites or networks is usually collected by an exchange, where it is auctioned off to the highest bidder among advertisers, networks and agencies. It’s a very simple way to buy ad space, and for publishers to squeeze value from their unused inventory.

Benefits of buying from an exchange:

  • Bargains. Buying inexpensive inventory from an exchange is not unlike shopping at an outlet store – you can find good stuff if you know where to look.
  • Audiences. Exchanges let you purchase very specific audiences, especially when using real-time bidding technology.

What’s the difference?
Confused? You’re not alone; most people in our industry have only a fuzzy idea of what the difference is between a network and an exchange. Hopefully, this video will help clear things up.
 
The Advertising.com approach 

Advertising.com is a technology platform that has access to reserved inventory on AOL sites, as well as non-reserved inventory on its own network and many exchanges.

Benefits of Advertising.com

  • AdLearn. Our optimization engine, AdLearn, is the best in the business.
  • Targeting. We apply advanced behavioral targeting across multiple exchanges, which adds additional layers of targeted segments.
  • Quality. We work with 70+ of comScore Top 100 publishers, and 90+ of AdAge’s Top 100 advertisers.
  • Results. Our combination of quality inventory and quality users delivers optimal results.

 

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