Commonly known as ad network, an advertising network is an online or web platform where advertisers connect to prospects. An ad network is also a common platform where brand advertisers meet, interact and share valuable advertising ideas. Infact, the key function of an advertising network is to aggregate the ad space supply from publishers and match it with advertiser’s demand. The digital presence of a brand is obligatory in today’s marketing norms. Hence, every advertiser or brand owner needs to be a part of an ad network to play the lead role in the prevailing competition in the market place. So, the final question is what is the role of an ad network in brand advertising in India? Do advertisers benefit from an ad network? Does an ad network provide enough scope for advertisers to interact on a single platform? The following paragraphs will acknowledge some points that are replies to these questions.
Advertising networks are usually involved in selling spaces for various online ads to appear on various websites. This web advertising inventory comes in various formats that include space on websites, on blogs, in RSS feeds, instant messaging applications, e-mails etc. Brand owners who plan to promote their brands through any of the mentioned inventories can contact the ad network, provide the brief. The ad network will accordingly provide the brand owners various options for advertisers. It is the brand owner’s choice to select or choose an advertiser of his choice and launch his promotion campaign.
A particular advertising network also serves advertisements from its server that responds to a site once a page is called. This benefits the advertiser who places his ad on a particular site. Providing advertisers and brand owners a common platform to meet, interact and to provide promotional requirements of a brand, an ad network plays an important role in over all brand advertising.
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