Top push ad networks

How to Start and Build Your Own Ad Network: 5 Essential Stages

how to start an ad network

Starting an ad network is a real challenge as it implies a good technology capacity and multiple integrations. Among the things that matter are business planning, technology infrastructure, marketing, and partnerships. As a result, you’re going to build an ad network that provides you with traffic all the time, and you’ll be able to control the quality of this traffic. 

This article outlines how to create an ad network step-by-step, with all the necessary steps and tools required for each stage.

What is an Ad Network?

An ad network is a platform that acts as a bridge between advertisers and publishers, facilitating the buying and selling of ad space (also known as ad inventory). Think of it as a marketplace where advertisers can find the perfect spots to promote their products, and publishers can monetize their websites or apps by selling ad space to advertisers.

how to create an ad network
How do ad networks work

Here’s how it works: publishers (like website or app owners) have space available on their platforms to show ads. They want to make money by selling this space to advertisers, who, in turn, want to place their ads in front of the right audience. The ad network steps in to connect these 2 parties and make the transaction smoother and more efficient.

How ad networks work

The ad network does more than just connect advertisers and publishers. It handles the entire process of matching ads with the right audience, delivering the ads, tracking performance, and optimizing campaigns. 

Here’s a breakdown of the key functions:

  1. Aggregating ad inventory. Ad networks collect available ad space from multiple publishers into a single platform. This creates a large pool of inventory, making it easier for advertisers to find the right places to run their campaigns;
  2. Targeting ads. Advertisers don’t want their ads shown to just anyone—they need to reach their specific target audience. Ad networks use data from various sources (often through a DMP, or Data Management Platform) to help advertisers target users based on demographics, interests, behaviors, location, and even device types;
  3. Real-time ad delivery. Once a user visits a website or opens an app, the ad network’s servers instantly deliver the most relevant ad based on the criteria set by the advertiser. This process happens in real-time;
  4. Tracking and reporting. Ad networks also track how well ads are performing with conversion tracking tools – whether they’re being clicked, viewed, or ignored. This data is crucial for both advertisers and publishers to optimize future campaigns;
  5. Automated buying and selling. In many cases, the ad network uses programmatic advertising to automatically buy and sell ads in real-time. This is often done through integrations with DSPs (Demand-Side Platforms) and SSPs (Supply-Side Platforms) to streamline the process.

Why ad network platforms are important

For advertisers, ad networks simplify the process of running ads across multiple platforms. Instead of negotiating with individual publishers, advertisers can tap into a network that already has access to a wide range of sites, apps, and even connected TV. This makes it easier to scale campaigns and reach larger audiences.

For publishers, ad networks offer a way to monetize their content without the hassle of finding advertisers themselves. They simply make their inventory available to the network and let the platform do the rest, optimizing their revenue through automated processes.

5 Steps to Create an Online Ad Network

Let’s sort out all stages of building an ad network, from business planning to hiring specialists. 

1. Business planning

Prior to diving into the technical aspects, it’s essential to define the core structure and goals of your future ad network.

  • Choose a niche. Decide the focus of your ad network. Will you specialize in a vertical like gambling, dating, e-commerce, or a broader set of niches? You can also choose whether your network will cater to specific traffic types, such as mobile or desktop, for example;
  • Select ad formats. Identify which ad formats you’ll support (push ads, in-page push ads, popunders, native ads, direct click, etc.). Each format requires a different approach and infrastructure. Learn peculiarities of all possible formats to define your own range of ad types;
  • Define pricing models. Determine the pricing models your ad network will use. Common models include CPC (Cost Per Click), CPM (Cost Per Mille/Thousand Impressions), and more rarely used CPA (Cost Per Acquisition);
  • Use legal framework. Ensure you comply with local and international regulations, including GDPR (General Data Protection Regulation) in Europe or COPPA (Children’s Online Privacy Protection Act) in the U.S. Consult legal experts if necessary;
  • Choose your financial model. Calculate your startup costs, ad server fees, and plan your revenue model. Most ad networks take a commission from advertisers or publishers, so establish a clear pricing strategy.

2. Technology infrastructure

The technical foundation of your ad network is the crux of the matter. To build an ad network, you will need robust technology to handle traffic, reporting, and campaign management.

Ad server

An ad server is the central system that manages, delivers, and tracks advertisements. It’s responsible for ensuring that ads are delivered to the right user at the right time and for tracking the performance of those ads, such as clicks, impressions, and conversions. The ad server also provides reports for advertisers and publishers to analyze the performance of campaigns.

Ad servers come in different shapes and sizes, each catering to the specific needs of your ad network. The choice of an ad server depends on your business goals, the complexity of campaigns, and your technical resources. 

Generally, ad servers are divided into two main categories: open-source ad servers and SaaS (cloud-based) ad servers:

  1. Open-source ad servers. Such servers provide flexibility and control since you can modify them to meet your specific requirements. However, they require more technical expertise and server maintenance;
  2. SaaS (cloud-based) ad servers. SaaS ad servers offer a ready-made solution where all the technical details, such as hosting, updates, and maintenance, are handled by the service provider. These solutions are scalable and can handle high volumes of traffic, making them perfect for larger ad networks. 
Key practical tips:

  • If you’re starting with a limited budget and have technical skills, an open-source ad server like Revive Adserver gives you full control over customization. You can host it yourself, adjust the code, and tailor it to fit specific needs. However, this requires ongoing maintenance;
  • If you’re looking for a scalable, low-maintenance option, a cloud-based ad server like Epom Ad Server or Kevel is ideal. These SaaS solutions handle the technical aspects, such as hosting and updates, while offering advanced targeting and reporting features. They’re perfect for growing affiliates or those without a technical background;
  • Make sure the ad server you choose supports a wide range of ad formats (e.g., native ads, push ads, popunders). Having multiple formats available will attract a broader audience of both advertisers and publishers.

CPM Bidding & RTB Bidder

A CPM bidding algorithm sets the price for impressions, while the RTB bidder automates real-time auctions, ensuring that the highest bidder wins the ad placement. These are essential for programmatic advertising, which drives efficiency and revenue for both advertisers and publishers.

DMP, DSP and SSP

DMP, DSP, and SSP are essential components of the programmatic advertising ecosystem that enable efficient ad buying, selling, and targeting. Together, they form the backbone of modern ad networks, facilitating seamless interactions between advertisers, publishers, and user data.

  • DSP (Demand-Side Platform). Allows advertisers to programmatically purchase ad inventory, simplifying campaign management and enabling targeted audience reach.The meaning of DSP is complex, which is why it requires a separate explanation. To start getting a better understanding of this concept, we suggest reading our article featuring the difference between DSPs and ad networks;
  • DMP (Data Management Platform). Collects and segments user data for precise targeting, enhancing ad relevance and improving campaign performance;
  • SSP (Supply-Side Platform). Helps publishers sell their ad inventory to the highest bidder through real-time auctions, maximizing revenue. Ad networks often partner with SSPs to access more premium inventory. This helps advertisers using the ad network reach high-quality ad placements that might otherwise be unavailable.

3. Network of publishers and advertisers

The success of your ad network depends on the ecosystem of publishers (who supply ad inventory) and advertisers (who purchase the inventory). You need to build and nurture relationships with both to ensure your network thrives.

1. Building a network of publishers

Publishers (website or app owners) provide the ad space that advertisers pay for. The more high-quality publishers you have, the more ad inventory is available to sell. Offer competitive revenue shares to attract publishers with quality websites. As an incentive for publishers to join your ad network can become your partnerships with premium advertisers.

It’s essential to keep publishers happy by ensuring timely payouts and offering real-time analytics so they can track their earnings. Providing fraud protection tools to block invalid traffic also helps maintain trust with publishers.

2. Attracting advertisers

Advertisers are the revenue-generating side of the ad network. Without a strong pool of advertisers, your publishers won’t have enough ads to display, limiting your ad network’s revenue potential.

To attract advertisers highlight advanced targeting and retargeting capabilities that ensure ads reach the right audience. Provide flexible pricing models like CPM, CPC, and CPA to meet different advertising needs. Case studies and testimonials showing successful campaigns will further enhance the credibility.

Ensure that advertisers get detailed reports and analytics on the performance of their ads. Support them with optimization tools to improve campaign performance, which in turn keeps them spending on your network.

Key practical tips:

  • Offer a variety of payment methods, such as PayPal, Stripe, wire transfers, and even cryptocurrency options like BitPay, Coinbase and CryptoPay. This ensures that both publishers and advertisers can use the method that suits them best;
  • Adopt anti-fraud platforms like Adscore or Pixalate to monitor traffic in real-time and block invalid clicks, bot traffic, or impression fraud before it affects your advertisers;
  • Use analytics tools to help advertisers optimize their campaigns by showing them which creatives, ad formats, and placements are performing best. This can lead to higher ROI for advertisers and more spending on your platform.

4. Hiring specialists

Building a successful ad network is more than just integrating the right tools. You’ll need a dedicated team of professionals to manage, maintain, and continuously improve the platform.

1. Machine Learning engineers. Machine learning engineers are essential for developing the bidding algorithms and optimizing targeting/retargeting systems. These algorithms ensure that the right ads reach the right users, increasing campaign efficiency and profitability;

2. Data specialists. These specialists are responsible for managing and analyzing large sets of user data. They will work with the DMP to ensure that audience segmentation is accurate and effective. In addition, they will help optimize campaign performance by identifying patterns and trends in user behavior;

3. Developers. A team of developers will be necessary to build, integrate, and maintain the technical stack. This includes configuring the ad server, integrating RTB systems, and ensuring smooth communication between the DSP, SSP, and DMP. They will also handle the user interface for both advertisers and publishers, ensuring it’s intuitive and functional;

4. Designers. Designers will be required to create an appealing and user-friendly single-point management system. A well-designed interface will improve user experience, making it easier for advertisers and publishers to navigate your platform;

5. QA testers. Quality Assurance testers are crucial for ensuring that the platform runs smoothly. They will test the platform for bugs, security vulnerabilities, and performance issues, making sure everything from ad delivery to payment systems operates flawlessly.

5. Marketing activities

To successfully promote your ad network, focus on the following key marketing strategies:

3. Conferences and industry events

Attend and sponsor ad tech conferences such as SiGMA or Affiliate World. Use these events to network, build partnerships, and promote your platform. Consider speaking engagements to position your team as industry thought leaders. Move to the article about 2024 affiliate marketing conferences to keep abreast of the current events in the industry. 

2. PR and media outreach

Build credibility by issuing press releases for significant updates and partnerships. Gain media exposure through interviews and features in industry publications to attract both advertisers and publishers.

3. Content marketing

Create a blog that covers essential topics around buying ad space and selling ad inventory. This helps your website rank for key search terms potential clients are using. Regularly publish blog posts, guides, and case studies on topics like industry trends, tips for advertisers, and maximizing ad revenue for publishers.

A blog not only boosts SEO but also showcases your industry knowledge, building trust with potential clients. It positions your ad network as an authority in the space, making it easier to attract advertisers and publishers.

Final Thoughts 

To build a successful ad network, you’ll need a solid tech stack that includes an ad server, CPM bidding algorithm, RTB bidder, DMP, DSP, and SSP. Along with these technologies, you’ll need skilled professionals like machine learning engineers, developers, data specialists, and designers to ensure the platform runs efficiently and can adapt to changing market conditions. By building a strong tech infrastructure and having the right team in place, your ad network can scale and succeed in a highly competitive industry.

Build your own ad network or join the existing solutions – AllpushNetworks complies more than 35 top ad networks for advertisers and publishers!

Anna Mardas
Anna Mardas brought together her background as a copywriter in digital marketing. Now, she's got a solid grasp on affiliate marketing, especially when it comes to understanding the following niches: Gambling, Adult, Dating, Sweepstakes and Crypto. Anna stands out for her thorough research and insightful reviews of ad networks, offering her readers valuable knowledge.

Starting an ad network is a real challenge as it implies a good technology capacity and multiple integrations. Among the things that matter are business planning, technology infrastructure, marketing, and partnerships. As a result, you’re going to build an ad network that provides you with traffic all the time, and you’ll be able to control the quality of this traffic. 

This article outlines how to create an ad network step-by-step, with all the necessary steps and tools required for each stage.

What is an Ad Network?

An ad network is a platform that acts as a bridge between advertisers and publishers, facilitating the buying and selling of ad space (also known as ad inventory). Think of it as a marketplace where advertisers can find the perfect spots to promote their products, and publishers can monetize their websites or apps by selling ad space to advertisers.

how to create an ad network
How do ad networks work

Here’s how it works: publishers (like website or app owners) have space available on their platforms to show ads. They want to make money by selling this space to advertisers, who, in turn, want to place their ads in front of the right audience. The ad network steps in to connect these 2 parties and make the transaction smoother and more efficient.

How ad networks work

The ad network does more than just connect advertisers and publishers. It handles the entire process of matching ads with the right audience, delivering the ads, tracking performance, and optimizing campaigns. 

Here’s a breakdown of the key functions:

  1. Aggregating ad inventory. Ad networks collect available ad space from multiple publishers into a single platform. This creates a large pool of inventory, making it easier for advertisers to find the right places to run their campaigns;
  2. Targeting ads. Advertisers don’t want their ads shown to just anyone—they need to reach their specific target audience. Ad networks use data from various sources (often through a DMP, or Data Management Platform) to help advertisers target users based on demographics, interests, behaviors, location, and even device types;
  3. Real-time ad delivery. Once a user visits a website or opens an app, the ad network’s servers instantly deliver the most relevant ad based on the criteria set by the advertiser. This process happens in real-time;
  4. Tracking and reporting. Ad networks also track how well ads are performing with conversion tracking tools – whether they’re being clicked, viewed, or ignored. This data is crucial for both advertisers and publishers to optimize future campaigns;
  5. Automated buying and selling. In many cases, the ad network uses programmatic advertising to automatically buy and sell ads in real-time. This is often done through integrations with DSPs (Demand-Side Platforms) and SSPs (Supply-Side Platforms) to streamline the process.

Why ad network platforms are important

For advertisers, ad networks simplify the process of running ads across multiple platforms. Instead of negotiating with individual publishers, advertisers can tap into a network that already has access to a wide range of sites, apps, and even connected TV. This makes it easier to scale campaigns and reach larger audiences.

For publishers, ad networks offer a way to monetize their content without the hassle of finding advertisers themselves. They simply make their inventory available to the network and let the platform do the rest, optimizing their revenue through automated processes.

5 Steps to Create an Online Ad Network

Let’s sort out all stages of building an ad network, from business planning to hiring specialists. 

1. Business planning

Prior to diving into the technical aspects, it’s essential to define the core structure and goals of your future ad network.

  • Choose a niche. Decide the focus of your ad network. Will you specialize in a vertical like gambling, dating, e-commerce, or a broader set of niches? You can also choose whether your network will cater to specific traffic types, such as mobile or desktop, for example;
  • Select ad formats. Identify which ad formats you’ll support (push ads, in-page push ads, popunders, native ads, direct click, etc.). Each format requires a different approach and infrastructure. Learn peculiarities of all possible formats to define your own range of ad types;
  • Define pricing models. Determine the pricing models your ad network will use. Common models include CPC (Cost Per Click), CPM (Cost Per Mille/Thousand Impressions), and more rarely used CPA (Cost Per Acquisition);
  • Use legal framework. Ensure you comply with local and international regulations, including GDPR (General Data Protection Regulation) in Europe or COPPA (Children’s Online Privacy Protection Act) in the U.S. Consult legal experts if necessary;
  • Choose your financial model. Calculate your startup costs, ad server fees, and plan your revenue model. Most ad networks take a commission from advertisers or publishers, so establish a clear pricing strategy.

2. Technology infrastructure

The technical foundation of your ad network is the crux of the matter. To build an ad network, you will need robust technology to handle traffic, reporting, and campaign management.

Ad server

An ad server is the central system that manages, delivers, and tracks advertisements. It’s responsible for ensuring that ads are delivered to the right user at the right time and for tracking the performance of those ads, such as clicks, impressions, and conversions. The ad server also provides reports for advertisers and publishers to analyze the performance of campaigns.

Ad servers come in different shapes and sizes, each catering to the specific needs of your ad network. The choice of an ad server depends on your business goals, the complexity of campaigns, and your technical resources. 

Generally, ad servers are divided into two main categories: open-source ad servers and SaaS (cloud-based) ad servers:

  1. Open-source ad servers. Such servers provide flexibility and control since you can modify them to meet your specific requirements. However, they require more technical expertise and server maintenance;
  2. SaaS (cloud-based) ad servers. SaaS ad servers offer a ready-made solution where all the technical details, such as hosting, updates, and maintenance, are handled by the service provider. These solutions are scalable and can handle high volumes of traffic, making them perfect for larger ad networks. 
Key practical tips:

  • If you’re starting with a limited budget and have technical skills, an open-source ad server like Revive Adserver gives you full control over customization. You can host it yourself, adjust the code, and tailor it to fit specific needs. However, this requires ongoing maintenance;
  • If you’re looking for a scalable, low-maintenance option, a cloud-based ad server like Epom Ad Server or Kevel is ideal. These SaaS solutions handle the technical aspects, such as hosting and updates, while offering advanced targeting and reporting features. They’re perfect for growing affiliates or those without a technical background;
  • Make sure the ad server you choose supports a wide range of ad formats (e.g., native ads, push ads, popunders). Having multiple formats available will attract a broader audience of both advertisers and publishers.

CPM Bidding & RTB Bidder

A CPM bidding algorithm sets the price for impressions, while the RTB bidder automates real-time auctions, ensuring that the highest bidder wins the ad placement. These are essential for programmatic advertising, which drives efficiency and revenue for both advertisers and publishers.

DMP, DSP and SSP

DMP, DSP, and SSP are essential components of the programmatic advertising ecosystem that enable efficient ad buying, selling, and targeting. Together, they form the backbone of modern ad networks, facilitating seamless interactions between advertisers, publishers, and user data.

  • DSP (Demand-Side Platform). Allows advertisers to programmatically purchase ad inventory, simplifying campaign management and enabling targeted audience reach.The meaning of DSP is complex, which is why it requires a separate explanation. To start getting a better understanding of this concept, we suggest reading our article featuring the difference between DSPs and ad networks;
  • DMP (Data Management Platform). Collects and segments user data for precise targeting, enhancing ad relevance and improving campaign performance;
  • SSP (Supply-Side Platform). Helps publishers sell their ad inventory to the highest bidder through real-time auctions, maximizing revenue. Ad networks often partner with SSPs to access more premium inventory. This helps advertisers using the ad network reach high-quality ad placements that might otherwise be unavailable.

3. Network of publishers and advertisers

The success of your ad network depends on the ecosystem of publishers (who supply ad inventory) and advertisers (who purchase the inventory). You need to build and nurture relationships with both to ensure your network thrives.

1. Building a network of publishers

Publishers (website or app owners) provide the ad space that advertisers pay for. The more high-quality publishers you have, the more ad inventory is available to sell. Offer competitive revenue shares to attract publishers with quality websites. As an incentive for publishers to join your ad network can become your partnerships with premium advertisers.

It’s essential to keep publishers happy by ensuring timely payouts and offering real-time analytics so they can track their earnings. Providing fraud protection tools to block invalid traffic also helps maintain trust with publishers.

2. Attracting advertisers

Advertisers are the revenue-generating side of the ad network. Without a strong pool of advertisers, your publishers won’t have enough ads to display, limiting your ad network’s revenue potential.

To attract advertisers highlight advanced targeting and retargeting capabilities that ensure ads reach the right audience. Provide flexible pricing models like CPM, CPC, and CPA to meet different advertising needs. Case studies and testimonials showing successful campaigns will further enhance the credibility.

Ensure that advertisers get detailed reports and analytics on the performance of their ads. Support them with optimization tools to improve campaign performance, which in turn keeps them spending on your network.

Key practical tips:

  • Offer a variety of payment methods, such as PayPal, Stripe, wire transfers, and even cryptocurrency options like BitPay, Coinbase and CryptoPay. This ensures that both publishers and advertisers can use the method that suits them best;
  • Adopt anti-fraud platforms like Adscore or Pixalate to monitor traffic in real-time and block invalid clicks, bot traffic, or impression fraud before it affects your advertisers;
  • Use analytics tools to help advertisers optimize their campaigns by showing them which creatives, ad formats, and placements are performing best. This can lead to higher ROI for advertisers and more spending on your platform.

4. Hiring specialists

Building a successful ad network is more than just integrating the right tools. You’ll need a dedicated team of professionals to manage, maintain, and continuously improve the platform.

1. Machine Learning engineers. Machine learning engineers are essential for developing the bidding algorithms and optimizing targeting/retargeting systems. These algorithms ensure that the right ads reach the right users, increasing campaign efficiency and profitability;

2. Data specialists. These specialists are responsible for managing and analyzing large sets of user data. They will work with the DMP to ensure that audience segmentation is accurate and effective. In addition, they will help optimize campaign performance by identifying patterns and trends in user behavior;

3. Developers. A team of developers will be necessary to build, integrate, and maintain the technical stack. This includes configuring the ad server, integrating RTB systems, and ensuring smooth communication between the DSP, SSP, and DMP. They will also handle the user interface for both advertisers and publishers, ensuring it’s intuitive and functional;

4. Designers. Designers will be required to create an appealing and user-friendly single-point management system. A well-designed interface will improve user experience, making it easier for advertisers and publishers to navigate your platform;

5. QA testers. Quality Assurance testers are crucial for ensuring that the platform runs smoothly. They will test the platform for bugs, security vulnerabilities, and performance issues, making sure everything from ad delivery to payment systems operates flawlessly.

5. Marketing activities

To successfully promote your ad network, focus on the following key marketing strategies:

3. Conferences and industry events

Attend and sponsor ad tech conferences such as SiGMA or Affiliate World. Use these events to network, build partnerships, and promote your platform. Consider speaking engagements to position your team as industry thought leaders. Move to the article about 2024 affiliate marketing conferences to keep abreast of the current events in the industry. 

2. PR and media outreach

Build credibility by issuing press releases for significant updates and partnerships. Gain media exposure through interviews and features in industry publications to attract both advertisers and publishers.

3. Content marketing

Create a blog that covers essential topics around buying ad space and selling ad inventory. This helps your website rank for key search terms potential clients are using. Regularly publish blog posts, guides, and case studies on topics like industry trends, tips for advertisers, and maximizing ad revenue for publishers.

A blog not only boosts SEO but also showcases your industry knowledge, building trust with potential clients. It positions your ad network as an authority in the space, making it easier to attract advertisers and publishers.

Final Thoughts 

To build a successful ad network, you’ll need a solid tech stack that includes an ad server, CPM bidding algorithm, RTB bidder, DMP, DSP, and SSP. Along with these technologies, you’ll need skilled professionals like machine learning engineers, developers, data specialists, and designers to ensure the platform runs efficiently and can adapt to changing market conditions. By building a strong tech infrastructure and having the right team in place, your ad network can scale and succeed in a highly competitive industry.

Build your own ad network or join the existing solutions – AllpushNetworks complies more than 35 top ad networks for advertisers and publishers!

Anna Mardas
Anna Mardas brought together her background as a copywriter in digital marketing. Now, she's got a solid grasp on affiliate marketing, especially when it comes to understanding the following niches: Gambling, Adult, Dating, Sweepstakes and Crypto. Anna stands out for her thorough research and insightful reviews of ad networks, offering her readers valuable knowledge.

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