FAQs about Advertising Networks

An Advertising Network (also called an online advertising network or ad network) is a company that usually serves as a broker between web site publishers and advertisers. Larger ad networks aggregate sites into general categories so that they can offer advertisers targeted buys. Google Adsense, Tyroo are some of the leading ad-networks.

An ad-network is a collection of online advertising inventory. Ad networks serve advertising on your website and share advertiser revenue for qualified clicks each time your site visitors clicks on ads.
Inventory is the creative space acquired on a website. It comes in various dimensions such as 728*90, 120*240, 468*60, 300*250 and many more. These are measured in pixels.
Online advertising inventory comes in many different forms. This inventory can be found on websites, in RSS feeds, on blogs, in instant messaging applications, in adware, in e-mails, and on other sources. Some examples of advertising inventory include: banner ads, rich media, text links, and e-mails.

Click through rate (CTR) means the percentage of impressions that resulted in a click through. It’s calculated by dividing the number of clicks by the number of impressions.

Cost per click (CPC) - is the online payment models by which advertisers pays for each click through made on their advertisement.

Creative - The technology used to create a banner or other type of advertising material. Common creative types include GIF, JPEG, Java, HTML, Flash or streaming audio/video.

Page View - Occurs when a user’s browser requests a web page.

Cookies - A process by which a small file is sent from a web server to the local user’s computer to store information unique to that browser. Often used by advertisers to keep track of the number and frequency of advertisements that has been shown to a visitor or by sites to help them determine the number of unique visitors.

Advertising Networks booming in India

As Wikipedia puts it, an advertising network is a collection of (often unrelated) online advertising inventory. It’s an ad-serving platform that brings together the advertisers and the relevant publishers. It’s different from advertising in the sense that it brings a huge number of publishers together; it’s cost effective for the advertisers and opens up huge avenues for the advertiser through which he can reach his desired audience. A testimonial of the success of ad-networks is a campaign run by a leading MNC in NCR for its recruitment purposes. It had an astonishing conversion rate of 80% i.e. 80% of the people who clicked on the ad actually filled the form. The CTR for the campaign was 3%-4% and the campaign was for HR recruitment purposes, considering it’s not the most favored.
Its quite phenomenal, the rate at which ad-networks are growing in India. For instance, Tyroo Media Pvt Ltd, a Delhi based online advertising network which is only in the 1st year of its inception, but is already growing at a very fast pace adding on more that 100 publishers every month on to its network and with impressions in excess of 400 million, it seems to be strolling well towards catching hold of a good share of the market.
The Ad-network market in India is currently lead by Google. Following it is a bunch of Indian networks including Tyroo, Ozone Media, Tribal Fusion and Komli being the major ones. Tyroo is the only one amongst these to have its own world class technology. Infact, it also has tied-up with leading American and Australian firms and seems to be on a mission to have a world class technology in place. Komli on the other hand, has technology that’s leased and hence, lags a little behind.
All these suggest well enough that ad-networks are here to stay and with the amount of healthy competition available, maybe Tyroo could bring in the new revolution after Google and Yahoo. Guess that’s why it’s booming.