Programmatic

Ad Network — Definition & Explanation

A company that aggregates ad inventory from multiple publishers and sells it to advertisers. Ad networks act as intermediaries, often packaging inventory by audience segment, content vertical, or format type.

How Ad Network Works

Ad networks pool inventory, apply targeting segments, and sell packages to advertisers at fixed or negotiated CPMs. Unlike programmatic exchanges, ad networks typically handle creative review, reporting, and billing on behalf of publishers.

Why Ad Network Matters for Publishers

While ad networks offer simplicity, publishers working with an SSP like Stellor Media often generate higher revenue through competitive real-time auctions than through network rate cards, especially for Tier 1 English-language traffic.

Frequently Asked Questions

Should I use an ad network or an SSP?

SSPs typically generate higher yield through competitive auctions. Ad networks can complement an SSP strategy for specific content verticals or regions.

Can Stellor Media replace my ad network relationships?

For most publishers, yes. Stellor's 50+ demand partners cover the same demand as most ad networks, often at higher CPMs.

Do ad networks offer better brand safety controls?

SSPs like Stellor Media offer robust brand safety controls through integration with major verification vendors, matching or exceeding network-level protection.

Related Terms

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