Ad Exchange Vs Ad Network| What Publishers Need to Know

You might be thinking, an ad network and an ad exchange are the same things but in reality, they are not the same. In fact, it’s easy to get confused and mix Ad Exchanges or Supply Side Platforms (SSP ) up with ad networks or Demand Side Platforms (DSP). However, these two programming platforms are not the same. Instead, they are intended to work best together.

So in this article, I will tell you what an ad exchange network is, what is an ad network and what is the key difference between the two programmatic platforms.

What Is Ad Exchange Network:

An ad exchange network is a technology-driven marketplace where many ad networks come together and they use real-time bidding technology to
buy or sell ad space from other advertisers. This advertising inventory can include programmatic, direct response, contextual and other types.

Now in simple terms, publishers sell their website’s ad space in the market and multiple ad networks bid to buy the ad space. Determine prices on an impression basis and the maximum bidder buys the ad inventory.

An ad exchange is also called a supply-side platform or simply SSP as the network also offers a marketplace where users can buy and sell ads.

Top Ad Exchange:

The biggest ad exchange networks are:

• Ezoic,
• MonetizeMore,

Ads Network:

An ad network is a platform that combines the ad inventory from a number of publisher websites into one platform and then resells it to advertisers by adding a certain profit margin to the ad inventory. Ad networks also segment inventories by user age, gender, location and more.

Now in layman’s terms, an ad network is a platform that has its own ad inventory. They don’t buy ad inventories from the marketplace. Moreover, the cost of ad impressions and sites where ads appear is determined by ad networks.

As ad networks have their own ad inventories, they are also known as demand-side platforms or just DSPs.

Top ad networks:

Google AdSense dominates the advertising industry followed by Media.net, MediaVine etc.

Difference:

Ad Exchange:

1) Ad exchanges allow users to buy and sell ads.
2) Ad exchanges are used by small businesses and individuals to reach a specific audience.
3) Ad exchanges allow users to buy and sell ads. This can be helpful for small businesses and individuals who want to target a specific
4)

Ad Network:

1) Ad networks provide an opportunity for advertisers to reach a large audience through a network of websites that distribute their ads.
2) Ad networks are typically used by large companies to reach a larger audience.
3) Ad networks are generally more expensive than ad exchanges.
4) Ad networks can also provide valuable data to advertisers about the performance of their ads.
5) Ad networks also allow companies to use more detailed targeting than is possible through an ad exchange.

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