For people who are new to the web/internet, the question arises, where do all these advertisements that I see on websites and blogs come from? If I want to put advertising on my website where can I find ads too?
When the Internet first began, ads were simply images or text links that website publishers (website owner) installed for a fee and then linked visitors to the advertiser’s website or landing page. Now there is an entire ecosystem designed to provide advertising media to both small and large website providers who want to monetize their content. Monetizing is simply the process of figuring out how you can get paid for all the work that goes into creating content and publishing a website. The money you make can help offset the costs for web hosting and video services.
Direct Website-Advertiser Relationship
Let’s think of an example. If you write a blog about digital cameras, you might know a handful of digital camera advertisers (advertisers A, B, C, and D) who you could call and ask if they would like to sponsor ads on your website. The advertisers may be interested because the audience you attract to your site is a profile similar to the people who buy their digital camera related products. But that involves calling and developing relationships and signing contracts for banner ad sponsorships with each separate organization. That is possible but it is also time and labor intensive.
Ads. these days, are generally provided by what is called an advertising network. Ad networks are online buyer-seller matchmakers, connecting companies selling products or services with the audience who is most likely to buy them.
Website-Ad Network Intermediary Relationship
It’s a little bit like filling a square hole with a square peg. Now, rather than YOU trying to figure out what your web visitor audience might be interested in purchasing, there is a bunch of technology that can be applied to figuring that out. And… rather than you approaching many different advertisers in separate discussions, you can deal with a single entity that has many different product/service sellers in their backend population of advertising buyers.
The ad network represents many advertisers and the ad network is able to match the interests of you web visitors to the the messages their ad buyers want to put in front of them — either based on the context of the content of your website or base on the visitor’s previous web history, or re-targeting.
Optimized Ad Network Supply and Targeting
So, now, this is great. You have a single organization that understands the audience profiles visiting your site and the ads that most appeal to them, e.g., the ads visitors will most likely click on. Back to our example, if web visitor B comes to the digital camera site and is interested in “tripods”, the ad network knows to show the tripod advertisement from Advertiser B.
And likewise, if a visitor with a profile more interested in Advertiser D’s goods or services arrives, and ad will be shown from Advertiser D.
Please post and comments or questions you have in the comment section. Thanks!