An Ad network is a platform that manages the ad inventory of the supply sources and matches them efficiently to the demand sources looking for ad slots. In a mobile ad network, the supply sources typically constitute all apps from publishers and app developers. Demand sources consist of advertisers looking to place their ads in ad spaces.
Ad network connects to advertisers and makes the publisher’s ad inventory available to the buyers at a set marked-up rate. The ad networks are compared to stock brokers.
Why are Ad networks important?
Ad networks are the essential monetization element in the mobile app ecosystem.
They are the technical and commercial intermediaries between advertisers and publishers.
Ad networks also facilitate payment and transactions.
Ad networks avoid the need for the publisher to negotiate deals for their ad spaces with individual advertisers.