What is an ad network? It is a company or platform, such as Google AdSense, that connects advertisers with publishers, meaning the apps and websites that host ads. Advertisers and publishers each deal with one intermediary, the aggregator model this page covers.
This list is not a ranking. It is an ordered selection grouped by who each network serves and how it pays, so the right choice depends on whether you are buying or selling ad space. For the wider landscape, start with what is ad tech.
How to choose between ad networks
Choose by role first, then by payment model and inventory type. A network that suits an advertiser may be of little use to a site owner, so the questions below narrow the field before any named network is considered.
- Which side are you on? Publishers want somewhere to sell ad space. Advertisers want somewhere to buy reach across many sites without negotiating with each one.
- Where do the ads run? Some networks place ads across many third-party sites. Others run only on their owner’s own properties.
- How are publishers paid? Payment is based on the impressions or clicks an ad generates, and networks may also offer revenue share models.
- What format do you need? Display networks serve banners on websites, and mobile, video and native types also exist.
- How broad should targeting be? Horizontal networks are not limited by topic, which makes them a general-purpose option.
What an ad network does as an aggregator
An ad network acts as an aggregator and broker, according to the Branch glossary. It matches the supply of publishers’ ad space with advertiser demand. The advertiser negotiates with the network rather than with each individual site, and the publisher works with the network rather than sourcing each advertiser separately.
Networks often gather remnant inventory from multiple sources and package it for advertisers, as the Flipkart Commerce Cloud glossary describes. The packaging step is the part of the model that differs most from selling space directly, because the network sits between the two sides and assembles the supply itself.
Ad network versus ad exchange
The difference lies in automation. Ad networks do not operate programmatically in the way demand-side platforms and supply-side platforms do, according to Branch. Ad exchanges, by contrast, are automated technology platforms that handle the trading process without human involvement, as Bidscube explains. Readers who want the auction side can follow what is an ad exchange and what is real time bidding. This page stays with the aggregator model.
An ad network is also not the same as an ad server. Per the Flipkart Commerce Cloud glossary, an ad server is a technology platform used to store, deliver and track advertisements. The two terms describe different jobs: matching supply and demand in one case, and storing, delivering and tracking ads in the other.
Named ad networks by who they serve
The networks below are grouped by the side of the market they serve. No order of merit is implied.
Google AdSense: for publishers who want revenue share
Google AdSense is the example Branch uses to define an ad network: a platform that connects advertisers with publishers. Flipkart Commerce Cloud notes that AdSense and other advertising networks offer revenue share models. It suits site and app owners who want one intermediary to fill their ad space instead of selling it directly.
A revenue share is a split, not a fixed fee. The split and payment terms are set in the network’s own published policies, so check the current terms there before placing ad code on a site.
Microsoft Advertising: for advertisers buying owned placements
The Microsoft Audience Network runs native ads on Microsoft owned-and-operated inventory: MSN.com, the Edge new tab, Outlook.com and Microsoft Start, according to Keepers Digital. Microsoft does not sell inventory on third-party sites.
That makes it an advertiser-side choice. It is a poor fit for an independent site owner hoping to earn from their own pages, because the placements sit on Microsoft’s properties. For advertisers, the main distinction is targeting. Unlike search ads, this network uses audience targeting such as in-market segments, custom audiences and remarketing lists rather than keyword targeting.
Network types to look for
Beyond named brands, networks differ by format and focus. Horizontal networks are not limited by topic and are described as suited to desktop and mobile campaigns. Pick a horizontal network when your content spans many topics, since a network limited to one topic would narrow the audience you can reach.
Mobile matters because networks serve apps as well as websites. A publisher with an app should therefore check whether a given network accepts app inventory, rather than assuming that a website-based arrangement covers it.
How ad networks pay publishers
Publishers are paid a certain amount based on the number of impressions or clicks the ad generates, so the basis of payment determines which results matter most. The three models below sit on that foundation.
- Impression-based pay. Income rises with the number of times an ad is shown. This lens matters most when your pages draw large volumes of views, since each view is what the amount is calculated on.
- Click-based pay. Income rises with clicks on the ad. This lens matters more when your readers are likely to engage with ads, because clicks are the counted event.
- Revenue share. Networks such as AdSense offer a split of what advertisers pay, so the publisher keeps a portion. The percentage is set in each network’s terms rather than being fixed across the market.
Compare the payment basis with the traffic you can measure. A click-based model rewards pages where readers interact with ads, while an impression-based model rewards high page-view volume. Neither should be assumed to suit a site until the network’s published terms have been checked.
Ad network comparison at a glance
| Network | Inventory | Model or targeting | Planning use |
|---|---|---|---|
| Google AdSense | Advertiser demand matched to publishers’ ad space | Revenue share model offered | Fits publishers wanting an intermediary to monetise their own ad space. |
| Microsoft Advertising (Microsoft Audience Network) | Microsoft-owned properties: MSN.com, Edge new tab, Outlook.com, Microsoft Start | Native ads; audience targeting rather than keyword targeting | Fits advertisers wanting audience-based reach; not a route for third-party sites to earn. |
Figures and descriptions come from the Flipkart Commerce Cloud glossary and Keepers Digital.
Frequently asked questions
Is an ad network the same as an ad server?
No. An ad server stores, delivers and tracks advertisements, while an ad network brokers supply and demand between publishers and advertisers.
Can an independent site earn from the Microsoft Audience Network?
Not through that network. Its placements run on Microsoft’s own properties, so an independent site would need a network that serves third-party inventory.
Do ad networks only work with websites?
No. Publisher inventory includes apps as well as websites, and display, mobile, video and native formats all exist.
