Should you buy inventory on a network or through an exchange? It’s a tough choice to make if you are not sure what the differences are between them. Let’s have a look at both.
Ad Exchanges:
Display space that’s unsold by either sites or networks is usually collected by an exchange, where it is auctioned off to the highest bidder among advertisers, networks and agencies. It’s a very simple way to buy ad space, and for publishers to squeeze value from their unused inventory.
Benefits of buying from an exchange:
- Bargains. Buying inexpensive inventory from an exchange is not unlike shopping at an outlet store – you can find good stuff if you know where to look.
- Audiences. Exchanges let you purchase very specific audiences, especially when using real-time bidding technology.
Ad Networks:
An ad network works with site publishers from all over the web to help monetize any of the publishers’ inventory that goes unsold. The networks aggregate this unsold inventory and use technology to effectively package it.
Benefits of buying from a network:
- Value. Networks link advertisers and publishers to reach mutual goals that could not otherwise be met.
- Safety. Networks offer a safe environment for publishers and advertisers to buy and sell space.
- Access. Buying from a network gives advertisers access to inventory across these multiple publishers.
Retargeting Base approach
Retargeting Base is Real Time Bidding platform that has access to reserved inventory, as well as non-reserved inventory on its own network and many exchanges.
Benefits of Retargeting Base:
- Optimization. Our engine is the best in the business.
- Targeting. We apply advanced targeting, which adds additional layers of targeted segments.
- Quality. We work with 100+ Ad Exchanges and brand safe technology.
- Results. Our combination of quality inventory and quality users delivers optimal results.
Next lesson: Display technologies