Advantages of working with an Online Ad network:

- Lower Cost – We will have to look at the few reasons of how Ad Networks came into being to understand how its cost effective to work with an ad network. The publishers with the ad space (the audience), always have this inventory in abundance. This doesn’t mean that there is an imbalance in the supply & demand graph. First face of the coin says that the publishers are not able to sell their valuable traffic completely whereas second face of the coin says advertisers are not able to find the right audience to suit their campaign objectives. An Online Ad Network had the answer. It provides both the parties, the Publisher and the Advertiser, a meeting platform:

o Publishers get to sell the traffic, they are not able to sell. In other words, publishers get Advertisers/offers for their traffic which their sales team is not able to sell directly. This saves both time and cost for a publisher and gives leverage in terms of concentrating on their basic business i.e., keeping pace with the constantly changing internet technology and not only work on maintaining the traffic flow but also attract more audiences.

o Advertisers get to find more traffic at a cheaper rate as they find number of publishers with the audience of same demographics which means same audience at a whole sale price i.e., More traffic + Number of Ad-options @ cheaper price which is not-to-be lost deal.

- Better Technology – Improved Targeting: An Ad Network is having a better technology in terms of targeting the audience as that’s the whole essence of any ad-networks’ existence. Going with the fact that and as the name itself says any Online Ad Network is a collection of number of publishers, which makes it quite obvious that they have traffic more than any individual publisher and which also makes it quite obvious that to maintain such huge volumes an Ad network needs superior technical capabilities.

- Increased Reach:

o Publishers get to meet not only local offers but chance of having some international brands coming to them without having a Sales teams with international exposure or offices at various parts of the world to get international offers.

o Advertisers, as discussed above, get leverage out of the superior technology or in other words, targeting competencies of an Ad Network to get the Increased (More Volumes) and Deepest reach among the suitable audience across the globe.

- Flexible Cost Models: There are various cost models and ad-types available to suit the objective of communicating a message or promoting any offer online. The most used ones are CPM (Cost per million/thousand impressions), CPC (Cost per Click), CPV (Cost per View), CPL (Cost per Lead), CPA (Cost per Action/Acquisition)… Every Publisher tries to attract its audience in a unique way and various such publishers make a community competing against each other to get offers, but with a set of unique cost models which suits there technological competencies and which makes more business sense. With various communities of publishers at one place, an Ad Network tender opportunities for advertisers to pick the cost model which backs their ROI goals and for publishers to get advertisers for what they have in offer.

- Various Media Sources at one place – Specifically for Advertisers and Advertising Agencies,

o One of the major advantages of working with an Ad Network is it saves time in media planning as most of the time, experienced media professionals at any Ad network guides them with the selection of traffic or do the media planning on their behalf as they know the origin of the media better.

o Single point of sale – While working with an Ad network it saves a lot of valuable time for advertisers and interactive ad agencies in operations and paper work while not only looking for suitable media sources but also deal with number of media owners separately.

A few concerns while working with an Online Ad Network and the answers:

- Concerns about adverts appearing next to inappropriate content: With traffic abundance, comes the risk of appearing a brand next to the content which talks opposite or some how affects the brand value in the market. This can be avoided by making sincere effort while doing media buying and to work with genuine traffic sources.

- Discrepancies between network data and our data: One major reason and which is unavoidable is many a times there are number of ad-serving systems working at the same time, which are set and operate in different time zones across the globe and hence difference. As per industry standard 10% Discrepancy clause in traffic delivery reports of the two systems in pace is acceptable by the parties involved.

As you see, the concerns are not big enough to stop advertisers working with Ad-Networks and as there are better chances of getting suitable offers for their audience Publishers prefer to get along.

Therefore it makes Online Ad Network, an obvious choice for all!!