Whenever we talk about monetizi


ng websites, the first name that pops up in mind is Google AdSense. While there’s nothing wrong with that—it is, after all, the world’s largest ad network— it is unwise to assume that AdSense can’t be outdone by any other ad network.

The ad tech industry is ever-evolving. Therefore, it wouldn’t be a stretch to say that Google has competitors who can give them a good run for their money. It may take some hit-and-trials to figure out which ad network, or a combination of ad networks, generate the highest revenue. However, after figuring it out publishers can efficiently work on monetizing their websites. 

Table of Contents:

What is Ad Network and Why Do Publishers Need One (or More)?

In a simple inventory selling process, think of an ad network as a mediator responsible for introducing the right impression to the right buyer. It partners up with publishers (supply-side) and advertisers (demand-side) to help them reach their ad campaign goals.

Now, as the inventory exchange cycle gets complicated, the role of ad networks starts varying. For publishers, ad networks sometimes directly sell inventory, and at other times, buy inventory from SSPs or ad exchanges and sell it for a greater profit. Most publishers are known to specialize in one particular type of ad format. Hence, publishers looking to monetize via one particular format should consider ad networks. 

For instance, there are CPM ad networks like Criteo known to offer the best CPM rate and then there are video ad networks like Unruly serving publishers with the best video content.

Additionally, ad networks are known to efficiently work to sell remnant ad inventory. Basically, ad networks take remnant inventory from multiple publishers, segregate them on the basis of demographics, and sell the segmented impressions to advertisers specifically looking for similar impressions. Doing this makes sure that the publishers’ inventory makes it to the right advertiser in time.

It is clear by now that ad networks are essential for publishers. So, we have compiled a list of best ad networks for helping publishers to choose the one that suits them: