How it works
Advertising networks are either an entity that owns multiple websites (from a dozen to thousands) or has the ability to advertise in that circumference (usually they take exclusiveness for those site’s media spots, and treat them as their own).
What they do is quite simple technically; they have a code embedded in each and every available spot, and control the graphics (banners) that are presented there from a back office platform.
Is it worth it?
If you have the ability to analyze the traffic you get – it is usually worth it. If not – it is a bit of a problem sometimes…
Pros: like an affiliate network, you deal with one account manager/platform. Payment cycle is reduced to minimum, and of course, you have someone else doing that whole search-contact-negotiate work for you…
Cons: not always will a site be dedicated to one network. Simpler said, there is sometimes an overlap in the exposure you get from 2 different networks, as they share some of the same sites in their site-list. The actual meaning of this is that your ad is seen more than requested within the same site, and that can sometimes damage your branding.
Costs-wise this is not always a bad thing. On one hand, you pay a fee to the network. On the other, they get a much lower fee from the websites (as they buy media in bulks), and thus charge you less than you could have negotiated for in front of the publisher.
So overall – you may be paying less, for the same media you could buy alone + you get the mentioned service…
Platforms
A detailed list of Media/ Advertising networks + a brief description of each is available here, under Appendix 4 in the Online Advertising 101 Ebook
