11 Best Ad Networks for Publishers in 2021

2. Amazon

Amazon

Features

  • Unified Ad Marketplace – header bidding from Amazon and third-party partners via SSP.
  • Server-to-Server bidding integrations
  • Automated line item configurations
  • Single header tag integration

Pros

  • Faster page loads
  • Unified demand
  • Easy integration

Cons

  • Managed service: you don’t have a lot of control
  • Restricted to Amazon clients

3. Bing for Partners 

Bing for Partners

Features

  • Syndication – you get paid to show Bing Ads on your website. Bing serves the ads tailored to your audience and content.
  • Search ads – customer search on Bing and partner and get served custom ads according to search keywords.
  • Cross-device search results  – responsive search results and ads for PC, mobile, and tablet.

Pros

  • Has three search engines – Bing, Yahoo, and AOL
  • Bing network is growing, reaching searchers that aren’t reached with Google AdWords.
  • You can import your Google Ads campaign

Cons

According to Trustradius:

  • Cannot target specific countries with the partner network
  • Network placement sometimes is low quality
  • Not available on Mac

4. Google Adsense and Google Doubleclick Ad Exchange

Google Adsense and Google Doubleclick Ad Exchange

Features

  • Automated Ads – analyzes your pages and places ads based on layout, content, and existing Google ads.
  • Ad size optimization – automatically adapts the size of the ad to your user screen. So more ads can fill the ad units.
  • Requirements – A Google Account and a website that receives more than 300,000 monthly page views.

Pros

  • Simple – you just need a Google Account and website
  • Easy to use – add the same line of code to each page you want to show ads.
  • Responsive automatically adapts to mobile.

Cons

  • Google restricts working with other ad networks. You can use CodeFuel to get access to the premium Google ad network: Google Marketing Network.

5. Taboola

Taboola

Features

  • Feed – presents content in a scrolling news feed type.
  • A/B testing
  • Online content discovery
  • Native advertising – advertiser-side. Matches and targets campaigns to specific publishers according to content.

Pros

  • It’s easy to set up campaigns
  • Provides many options for targeting
  • Supports several audiences

Cons

  • Not friendly interface
  • Not performance whitelisting

6. Outbrain

Outbrain

Features

Pros

  • Easy to use
  • Simple setup
  • Large distribution network

Cons

  • Weak support
  • Terms and conditions change rapidly.
  • Most of the traffic comes from the top of the funnel.

7. Triple Lift

Triple Lift

Features

  • Ad server
  • Publisher integration
  • Native direct deals on their existing workflow

Pros

According to G2 reviews:

  • Run media directly or you can access their inventory for programmatic advertising
  • Creative capabilities.

Cons

  • Basic dashboard
  • Needs more metrics
  • UI not easy to use

8. Xandr Monetize

Xandr Monetize

Features

  • Replaces the AppNexus SSP and Publisher.
  • Supply-side platform
  • Inventory management
  • Ad server
  • Many options to segment and search different metrics
  • Reporting
  • Geo-targeting

Pros

  • Flexible
  • User Friendly UI

Cons

  • Weak support
  • Issues with tracking metrics
  • Slow platform
  • Complex and not suitable for beginners

9. Adcash

Adcash

Features

  • Multiple ad formats
  • High fill rates – monetize all impressions
  • Anti AdBlock technology

Pros

  • Option to control offers manually
  • Variety of ad types
  • Good customer support
  • Multiple language site support

Cons

  • Difficult to find the pay rate on a website
  • High minimum payment

10. IndexExchange

IndexExchange

Features

  • Predictive optimization – price settings to achieve specific yield goals.
  • Data services – custom optimization models and simulations
  • Analytics – real-time feed that lets you know who is buying your inventory.

Pros

  • Selective about what advertisers they allow into their system.
  • Integration with multiple platforms

Cons

11. Verizon

Verizon

Features

  • SSP
  • Multiple ad formats, including native ads, video ads, and mobile ads
  • Video Syndication
  • Open bidding

Pros

  • Easy setup and management
  • Inventory management
  • Consistent demand
  • Monetize display inventory

Cons

According to Trust Radius reviews:

  • Pixels and Rules – the rules are less intuitive to follow
  • Poor UI
  • Slow system
  • Low viewability
  • Cannot hold against premium partners

How to Combine Ad-Networks to Get The Most From The Publishers Companies?

As a publisher, you can integrate more than one ad network. However, keep in mind not all networks are allowed to combine with Google AdSense. Google has a list of ad networks you can run along with their own. Once you know you can run multiple networks, how do you do it? There are two methods you can use to choose the right network for your waterfall or header bidding. 

Waterfall

This process involves ranking ad networks based on their performance. If the first ad network cannot take all the impressions, then the inventory passes to the second network, which will try to complete the unfilled impressions. If it cannot, then the rest of the inventory passes to the next one.

Header bidding

This system sells your ad impressions based on real-time market value, encouraging advertisers to win the impressions. This ensures you will get the highest possible revenue for space.

How to Optimize Your Advertising by Choosing the Right Website Category and Ad Network

To choose the right network, take all the information and follow these simple steps:

1. Weed out irrelevant networks and find the relevant ones

Classify according to the three factors we mentioned above: budget, niche, and audience.

If you have a specific niche, then look for networks that cater to that niche. For instance, if your niche thrives on video content, then search for ad networks that serve video ads. If you

Knowing your audience will help you find ad networks that serve this audience. For example, if your company caters to fitness fans, then you may require a broader ad network than if your company caters to kombucha followers. If you promote software to an audience of Linux users, then you can use more targeted solutions too.

2. Select the right size of the network. 

A larger network, not necessarily means it is better for you. Large ad networks will have a lot of options to choose from, but they don’t usually carry specially targeted ads. If you want to advertise a specialty product, a large network may not be well suited to your needs.

3. Quality vs Quantity

Sometimes you get what you pay for. For ad networks, you may get better pricing and more traffic from a large network, but the traffic you get will not be high intent traffic. To find high-quality, high-converting visitors, you need to get your traffic from the right sources.

4. So many options

Large advertising networks offer extensive options, including re-engagement ads and remarketing. While this can give you an advantage when it comes to targeting, you should ask whether you need all these extra features. Sometimes simplest is best when it comes to advertising. Focusing your advertising on the right websites and ad networks often gives better results.

Tips From CodeFuel for Publisher Success

Usually, when ads become more popular, their prices get lower. So, if you think about making enough income through ads, you probably come out with ways to increase viewability and add monetization options to existing ads.

However, monetizing your online assets with ads needs to be done right if you don’t want to risk weighing your site down with ads. Cramming too many monetization options without balance can risk driving your users away. As a publisher, you should try to maximize revenue while maintaining a great user experience. This is the key, happy and engaged users organically monetize your site.

Here are 5 tips for publisher success:

  • Be consistent
  • Have great content
  • Diversify your monetization options
  • Manage your SEO
  • Monitor, track, and review. Repeat.

FAQ

What is ad mediation?

Is the use of monetization technology, resources, and tools to maximize display ad fill rates and eCPM (effective cost per mille) for publishers.

What is an ad network for display advertising?

Is a network that connects companies that want to run advertisements with publishers (websites) that want to host them. The ad network collects ad space and pairs it with advertisers’ needs.

Is Google an ad network?

Google Ads is an online advertising platform that allows advertisers to bid to display ads in multiple formats to web users.

What is a publisher in online advertising?

The term publisher refers to a company or individual that displays ads in their digital space.

Which ad network pays more and has the best CPM?

According to headerbidding.com, the 3  ad networks that have the best CPM are:

  • Media.net
  • BuySellAds
  • Conversant Media.

The Bottom Line How CodeFuel can Help

There are many challenges for publishers, should you focus on mobile ads? Should you turn to programmatic advertising? Why don’t use it all in a way that is right for your website?

That’s the CodeFuel approach, balancing monetization across multiple options while focusing on engagement. CodeFuel provides intent-directed monetization solutions leveraging search, ads, and news. Our holistic all-in-one solutions tackle all publisher pains at once. Learn more about how CodeFuel can help today by contacting us.

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