Ad Networks
Contents |
Introduction
Ad networks are companies that connect web sites that want to host advertisements with advertisers who want to run advertisements.
Whether an advertiser's goal is brand awareness, lead generation or direct sales, advertising networks have the reach and experience to provide a positive return on investment at every stage of the consumer purchase process.
How they do it
By aggregating inventory from leading sites, networks are able to provide advertisers with a single point of contact to reach large online audiences via targeted, low cost inventory, and in many instances behaviour-based buying. Networks make it easy for advertisers and advanced technology makes the process more effective. As a result ad networks account for more than 40% of UK total advertising expenditure, according to the industry body IASH [1], which is part of the Internet Advertising Bureau.
The best ad networks have a portfolio of websites for each important domain category (eg. automotive, real estate, beauty, marketing etc).
Client usage
Clients can search a network’s portfolio for websites that you think your customers are interested in, but the best bet is to contact the ad network's representatives and give them specifc information about your industry, your advertising goals, your budget and so on. They can often make you a personalised offer and provide a media kit, including detailed information on demographic profile, the aggregate number of visitors per month, technical requirements and so forth.
Inappropriate placements
Ads can occasionally appear in an inappropriate context. IASH recommends only choosing networks which are members. These tend to be well established and strictly monitor their partner publishers.
Despite this, errors do occur. IASH has an established complaints procedure. Complaints will be investigated by contacting all relevant parties. If a complaint is upheld, appropriate action will be taken and communicated.
Overview of Process
- Notify IASH of breach with evidence. In all cases, appropriate screenshots showing the breach must be provided, as well as any other appropriate documentation (such as Insertion Orders).
- IASH will then investigate the offending network to determine whether the breach was wilful or accidental.
- In case of misplacement of inventory, IASH may request independent verification of vetting judgments and site content by a neutral third party, as well as investigation of additional evidence such as web and ad server logs.
For more information on ad networks email IASH at info@iash.org.uk.