What is an Ad Network?
Ad networks are platforms that aggregate ad inventory like apps or websites from publishers, segment it by criteria such as user demographics, country, or interests, and match them to advertisers‘ campaigns.
Why are Ad Networks important?
Ad networks are essential players in Mobile Marketing (or more specific in user acquisition and monetization) because they connect the demand side and the supply side of the ad industry. Without their services as an aggregating intermediate, publishers and advertisers would have to negotiate their deals on an individual basis.
Besides, ad networks offer technical solutions such as SDK to enable publishers to connect their ad placements to the network easily. Besides, many ad networks provide self-service dashboards for advertisers to set up, run, and optimize their campaigns.
In conclusion, ad networks reduce the time and work for buying and selling ads for both publishers and advertisers.