What is Run of Network ?
Run of Network (sometimes referred to as “RON”) is the term where an advertising campaign or PMP is applied to the entire network of websites within an Ad Network. With a “Run of Network” campaign, you are unable to specify what type of websites or placements you would like your ad to appear on. By choosing Run of Network, the advertiser usually forgoes premium positioning in exchange for more advertising impressions at a low CPM Rate. It can be inferred that the run of network cannot use contextual targeting to show ads. It is more interested in showing ads at lower rates on similar types of webpages. Hence, it is one of those advertising techniques that show ads at a low cost and on the similar genre of websites.
Run of Network may not be appropriate for all brand advertisers, for example, if you are advertising a Vegan product and you do not want your ad to appear on a BBQ Website. Therefore, you must remain careful about what type of food blog advertising and websites you’re targeting in run of network.
Two of the benefits of using Run of Network as a targeting option, is in return for not having a choice over ad placements or websites you will often see high scale of impressions delivered whilst seeing a significantly lower CPM rate. This can be ideal for advertisers running Retargeting campaigns or campaigns with a KPI of last click attribution.
An ad exchange is an online marketplace where advertisers can purchase and sell ad inventory from various publishers. Ad exchanges use a real-time bidding (RTB) mechanism, in which advertisers bid on ad impressions in real-time auctions. A RON ad exchange sells ad inventory at a cheaper cost than other forms of ad exchanges, such as a Run of Site (ROS) or a Run of Category (ROC). This is because marketers have less control over the placement of their ads, which may result in less targeted ads being presented to users. However, RON exchanges can be a beneficial tool for advertisers trying to expand their reach and brand exposure.
For verticals like Healthy Ads, many Advertisers will simply requesting targeting Run of Network cause they know the content is “on target” for their campaign. Run of Network can be used via Managed Service or Deals.
Choosing Run of Network does not necessarily mean you forgo all other trafficking options. With Run of Network you could still apply targeting like Viewability, GeoTargeting or Audience targeting over the top.
« Back to Programmatic Glossary Index
Food Targeting Categories
Since 2008, Gourmet Ads has been the global leader in food-focused advertising, specializing in Contextual Targeting. Discover a wide range of Food Targeting Categories for your next advertising campaign or programmatic deals, including Alcohol, Beverage, Cuisine, Diet, Ingredient, Kitchen Appliances, Non-Endemic, Publisher, and Recipe Targeting. We ensure your brand resonates with an engaged, culinary-inclined audience, transforming advertising campaigns into deliciously successful endeavors. Experience Gourmet Ads—where your message meets the appetite of your desired market.
Let’s Get Started !
Let the Gourmet Ads team walk you through all the options available to ensure that your Food, Supermarket, Beverage or Kitchen advertising campaign has the best possible combination of Premium Guaranteed Inventory, Scale, First Party Data, Contextual Targeting and Programmatic Advertising elements.
