What is the role of an ad network?

An ad network primarily serves as an intermediary that connects advertisers with publishers. By aggregating ad inventory from various publishers, it allows advertisers to purchase ad space more efficiently and effectively. The network simplifies the sales process for publishers by offering their ad impressions to a larger pool of potential advertisers, thus maximizing their revenue potential.

In this role, ad networks help publishers by handling the complex aspects of digital advertising, such as managing inventory, facilitating transactions, and providing insights into ad performance. This allows publishers to focus on creating content, while the ad network handles the logistics of selling ad space.

While there are other functions of ad networks, such as offering analytics and potentially assisting advertisers with media buying, the core and most prominent function is to enable publishers to monetize their content.