An ad network, also known as an advertising network, is an intermediary platform that bridges the gap between advertisers and publishers. It aggregates available ad spaces (inventory) from various publishers and makes it available to marketers who are looking to display their ads. Ad networks are essential for managing, consolidating, and selling unsold inventory from publishers, giving them access to a larger pool of advertisers.
Ad networks use complex algorithms to match ads with appropriate websites, based on factors like demographics, behaviour, location, and context. They offer standardized ad formats, tracking, and reporting, thus relieving advertisers and publishers from the logistical struggles of ad distribution.
They can serve various types of ads, including display, mobile, video, and native ads. Moreover, ad networks can either specialize in one type or offer all different types of ads, amplifying their reach and capabilities.