The Ad Networks are precisely what they indicate in their name: advertising networks, it is a combination of Trading Desk and publisher.
Although it does not appear in the programmatic buying and selling ecosystem, it does appear in the Lumascape Display as it is a hybrid between different agents (players) in the ecosystem.
They sell Publishers’ inventory to agencies or publicists, they have certain exclusivity of certain inventories, and they are official resellers of some products in a certain region.
These brokers were created for the purpose of buying unsold inventory from publishers and generating revenue from inventory that might not sell/monetize. Over time they have evolved and become strategic partners for digital media agencies.
Today the objective of the Ad Networks is to serve the agencies/publicists that seek to publish their ads in the different media that belong to their network, marketing the inventory of the publishers in a strategic way to gain exclusivity against other networks, using it as an advantage. competitive versus other ad networks.
Ad Networks and transparency
This seems to be a solution for customers and sellers, however, the issue of transparency has been questioned a lot.
As its name says, ad networks are networks and it is very difficult to make a purchase from a specific site or publisher, generally it is a general purchase from all associated publishers, which can be millions.
Although they offer reports that indicate global performance, they do not offer performance by site. There is no way to optimize a campaign from the publisher side and publicists invest without knowing where it works best.
Many publishers need to know which publicists buy their inventory, either to block them based on ad type or to start direct deals. However, this information is not shared due to possible loss of investment for the Network.
On the other side of the ecosystem, publicists and agencies need to know where or on what platform they are buying ads. Beyond the presentations of the Ad Network where they are shown connected to the largest publishers, it is necessary to see the real detail of the publishers with whom they have a connection.
In recent years this is exactly what has happened, they leave all the traditional purchase of display and video type ads on the side of the Trading Desk of Agencies, leaving the Ad Network with exclusive formats or innovations that have less investment.
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It works by analyzing the content of a website or blog with an algorithm in order to offer a relevant ad that might be of interest to researchers. You copy and paste the advertising code provided by the advertising provider, and you are paid when someone clicks or scrolls on it.
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MediaFem has grown into the company it is now by providing good information and implementing more successful strategies than other ad networks. There is no requirement for a specific number of viewers or a specific pace. Ads are carefully chosen using algorithms generated from your page and its users, and the return on investment is remarkable.