How can an advertiser find the right ad network?

An advertising network, or ad network, is known as the broker between advertisers and website owners who want to host advertisements on their websites. Basically, ad network companies help advertisers to search for websites that are willing to provide and sell advertising spaces. The ad network company looks for websites related to the advertisement and post an ad there. This process is known as ad serving. This is like Google AdSense, Advertising.com and many other advertising solutions on the Internet. However, an ad network is only a small segment within the whole advertising industry. On the other hand, ad server is the storage and distribution center of all online advertisements to make sure these ads will appear on the websites in time and to the right audience. Many marketers said that the ad serving providers play an important role not only to the advertisers, but also to the website owners. If you are planning to use an ad network for your marketing campaign, here are some of the important things that you need to know when choosing a provider.

You need to ask questions thoroughly. Basically, the ad networks will try to gain your business by providing a guarantee that they offer premium inventory, monthly reports and your ads will never be paired to any offensive contents. These statements are not enough. You need to ask them how they pair the ads to the contents and the level of targeting that the ad serving providers are offering. You should also ask them about the content of the ad metric reports that they will be sending every month. It is also best to ask them about their ad server and how they are managing it to make sure that the ads are always updated.

For reporting, you need to ask the ad network company to provide you a sample of the reports that they usually send to their clients. If they will not give you any samples, then look for another network that can provide one to you. It is important that you know the content of the reports because you need to have an idea of how these reports help you improve your ads. You are paying money for your advertisements, so you want to make sure that you are getting the services that you are paying for.

Ask them for case studies and references. The references will come from their existing and previous clients. Try to contact them and ask for specific information about their experiences with a specific ad network. Ask them about their overall impression of the network, the strong and weak points of the ad network and other related information. Case studies, on the other hand, must be provided by the ad network. These case studies will be your basis to know if they already have a good track record of optimizing ad campaigns. If the ad serving company fails to provide any references or case studies, it might signal that something is missing with their services and you might want to look for another one. As you can see, ad networks can be beneficial to advertisers, but you must look for the best one if you want to get the most out of the money that you are paying.

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