What is an Ad Network and How Does It Work? Definition & Examples

The first ad network emerged when online advertising was in its early stages in the mid-1990s. It helped publishers overcome market inefficiencies to sell ad space and meet advertiser demand.

Traditionally, the ad network’s job was to gather unsold ad inventory and sell it to the demand side at a much lower price than the publishers’ direct sales. This type of inventory sale is also known as remnant or non-premium.

However, modern advertising networks have evolved to take a more strategic approach to offer advertisers the best deals on the premium placement of their ads with the potential for the highest conversion rates.