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Ad networks
Ad networks earn money by taking a cut of ad revenue, sometimes marking-up inventory before selling it.
Some networks (Adsense, for example) depend on their advertisers and agencies to manage bidding, targeting, and optimization themselves, while other ad networks manage campaigns on behalf of agencies and advertisers.
Understanding these concepts is the key to making your ad network profitable.
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Defining your niches
At the very beginning of your business, you can’t do all things at once. Therefore, your best bet is to choose 1–2 related niches and start looking for both big and small publishers out there.
While advertisers are drawn to high traffic numbers, there is something else they desire even more: high conversion rates. There are plenty of success stories of limited traffic websites that sell a ton of ads. All these stories have one thing in common: they deliver right customers to the right businesses.
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Recruiting publishers and advertisers
Building an ad network, in a nutshell, is: purchasing a portion of publishers’ inventory and selling it to advertising agencies.
Here’s a brief checklist for publisher selection:
- Unique and frequently updated content.
- The content written in English or in one of Major European languages (German, French, Spanish, etc.).
- Minimum 25% site traffic coming from the US, CA, and EU countries.
- Avoid adult content.
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Measuring your traffic
Say, you worked hard on finding trusted publishers and advertisers. How do you know when’s the time to move forward and start an ad network? Measure your overall traffic from publishers: 20–100 million monthly impressions is good enough.
At the same time, you need to promote your ad network to ensure its constant growth.
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What is an Ad Server?
Ad server powers ad serving, targeting, tracking, and reporting on the campaign.
Ad servers help publishers manage their ad space on from a single, central console. They store information about the ads they want to deliver to visitors. Ads are delivered by an ad server via code that calls the ad on the publisher’s site.
Performance is tracked via a tracking pixel from an ad network that the advertiser places on the conversion page (thank you page, for example).
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