Rating of Ad Networks for traffic arbitrage

Top Ad Networks for Publishers and Advertisers: Guide for 2025!

What is an ad network?

At its core, an ad network is a marketplace that connects advertiser demand with publisher and app impressions. The network aggregates supply from many sites, organizes it by format and audience, and matches that inventory to campaign goals. In daily use, an ad network reduces search and transaction costs, standardizes billing and reporting, and makes testing, optimization, and scaling far faster than one-to-one deals. We’ll unpack each component below — with practical examples from the top ad networks.

To make it concrete, consider Airbnb or Uber: one side supplies inventory (hosts/drivers), the platform handles matching, rules, and payouts, and the other side brings demand (guests/riders). Ad networks work the same way: publishers supply impressions; the network matches them to advertiser demand and manages policies and payments. In this overview, we’ll anchor to the formats you actually deploy — push, native, banner, and pop — and show where programmatic/RTB infrastructure (via SSPs/DSPs) plugs in.

Value at a glance

• For publishers: faster site/app monetization, steadier revenue, and simpler ops — so you can earn from ads without micromanaging every zone.
• For advertisers: a cleaner path to buy traffic, sharpen placement, and control CPC while you scale winning campaigns.

Next, we split the guide into two tracks — ad networks for publishers and effective platforms for buyers — so you can jump straight to what matters. The networks listed on Aivix are vetted for real-world performance and clarity of terms, helping you choose confidently.

Ad Network: How It Works?

So, we’ve defined an ad network as a two-sided marketplace. Now let’s see how it operates in practice — and why it benefits both sides.

An advertising network aggregates inventory from many websites and apps, packages it by format and audience, and matches that supply to campaign goals. Instead of negotiating dozens of one-off deals, teams plug into a single platform with shared controls: targeting, unified billing, and standardized reporting. That’s why marketers use these platforms to launch faster, scale across multiple properties, and compare outcomes in one dashboard. For ad networks for publishers, the upside is higher fill rates and more predictable cash flow without micromanaging every placement. For advertisers, it means broader reach, faster creative/testing cycles, and tighter control over where and how budgets are spent.

Ad network vs ad exchange vs SSP/DSP

Ad network: a packaged supply layer. It aggregates inventory across many publishers (and may also buy in bulk from exchanges), adds tools (targeting, optimization, support), and resells that inventory to advertisers with simpler setup and unified billing — prioritizing speed to launch over full log-level transparency.

Ad exchange: a programmatic/RTB marketplace where impressions are sold one-by-one via real-time auctions. Publishers maximize price, and advertisers bid precisely to reach audiences at the right moment and in the right context — no manual, one-off deals required.

Where SSP/DSP fit: SSP (supply-side) exposes inventory to exchanges, applies floors/deals, and manages yield. DSP (demand-side) bids on exchange impressions with targeting, frequency control, and algorithms.

Quick contrast (ad exchange vs ad network): exchanges/DSPs provide granular logs and bid-level control; networks trade some transparency for simplicity, support, and faster onboarding. In practice, many ad network platforms ride RTB infrastructure under the hood while offering managed workflows on top.

Pricing & payout models

Choose a pricing model by fit to objective and how you’ll evaluate results. Use CPM for reach/viewability (e.g., test new GEOs, warm up audiences). Shift to CPC when you’re validating creatives, angles, and traffic quality — paying per click aligns spend with interest and accelerates message testing. Move to CPA once a conversion path is proven; paying per outcome fits lower-funnel scaling but needs clean attribution and stricter compliance. Map models to the funnel: awareness (impressions) → consideration (clicks) → conversion (actions). Track CTR (creative pull), CVR (post-click efficiency), and ROAS/CPA (profitability). Add guardrails: cap early bids, split by GEO/device, and apply frequency limits to prevent fatigue.

Ad formats & traffic sources

Core formats

• Push: fast creative testing, high initial CTR; great for promos and time-sensitive angles. Examples: RichAds, PropellerAds, Kadam
• Pop: cheapest reach and instant lander loads; requires strict cadence and placement filters to protect UX. Examples: PropellerAds, PopAds, PopCash
• Native: contextual alignment, strong mid-funnel engagement; typically higher CPC with better session depth. Examples: Geozo,Taboola
• Banner: broad coverage, brand-safety levers, predictable viewability; solid for reach and retargeting. Examples: TacoLoco, Adsterra, HilltopAds.

Adsterra

Adsterra is a digital ad network serving both publishers and advertisers with a broad mix — push (including in-page push), popunder/onclick, banner/display, native, and video — across many GEOs. Its standout USP is Social Bar (an in-page push–style unit) that doesn’t require subscriptions, enabling rapid testing and high CTRs on all major browsers/devices. For publishers, it focuses on fill and eCPM via flexible placements and reliable payouts. For advertisers, it offers granular ad network targeting (geo/device/OS/browser), frequency controls, and placement-level reporting to keep CPC/CPA in check — useful for quick launches, scaling winners, and backfilling inventory.

Kadam

Kadam is a multi-format ad network for both sides. It supports push and in-page push, native/teaser, banner/display, and popunder inventory across a wide range of GEOs. Advertisers get self-serve setup with targeting, scheduling, bid controls, and S2S postback support on CPM/CPC/CPA. Publishers can fine-tune widgets and frequency caps to protect UX and lift eCPM, with straightforward moderation and reliable payouts — handy for quick launches, scaling proven creatives, and backfilling long-tail traffic.

Additional formats you’ll encounter

• Video (in-stream/out-stream): high viewability and brand lift; buy on VCPM/CPV with view-through attribution.
• Examples: Teads, ExoClick, MGID Video
• Social Bar (on-page widgets that mimic social UI): eye-catching units with flexible placements; useful for CTR-driven tests. Examples: PropellerAds Social Bar, RichAds
• Calendar Push (opt-in calendar notifications): scheduled reminders for re-engagement without classic push opt-ins. Examples: PropellerAds Calendar Push

Traffic sources come from direct publishers, partner networks, and programmatic connections via exchanges/SSPs. Your mix shapes cost and scale: pop/push can deliver low CPM/CPC and volume; native/video often cost more but bring deeper engagement; display offers reliable reach with strong brand-safety controls. This ad networks list by format helps you decide where each shines.

Targeting & tracking

Types of targeting (most platforms):

• GEO (country/region/city);
• Platform (web/app);
• Device (desktop/mobile/tablet);
• Browser/OS;
• Carrier/Connection;
• Publisher domains/Apps;
• Keywords/Categories/Context;
• Audiences & Interests;
• Demographics (where available);
• Time of day/Dayparting;
• Retargeting/Remarketing;
• Placement IDs/Zones.

Some networks also offer RON (run-of-network) for broad reach and ROS (run-of-site) for domain-level coverage outside narrow categories.

Controls & measurement:

Targeting & bidding

• Use allowlists/denylists (a.k.a. whitelists/blacklists).
• Apply frequency caps and bid rules.

Tracking setup

• Implement conversion tracking / postback / S2S during initial setup.
• Validate events (firing, deduplication, attribution window) before scaling.

Passing identifiers to the tracker

• Pass click IDs.
• Pass zone/placement IDs.
• Pass creative IDs.

Data reconciliation

• Compare network vs. tracker stats regularly to catch drift (clicks, installs, revenue, ROI).

Landing experience

• Add a light pre-lander if needed.
• Test the landing page for speed and clarity (load time, first contentful paint, message match).

Quality & compliance

Expect robust traffic quality / fraud prevention: pre-bid bot filters, post-bid IVT handling, credit workflows, and domain/app transparency (ads.txt/app-ads.txt, sellers.json, schain). Review brand safety / compliance policies and creative approval flows before launch. Understand remnant inventory and waterfalling: platforms may sequence partners to maximize fill while enforcing viewability and quality thresholds.

Payments & onboarding

Before you spend a dollar, lock down minimum deposit / payment methods, currencies (and FX/card/wire fees), and whether you’ll run a prepaid wallet or invoice/credit. Confirm payout schedules (weekly/bi-weekly/NET-30), thresholds, and small-withdrawal fees. Expect KYC/verification (business docs, tax forms W-8/W-9), plus creative and landing-page checks with stated review SLAs. Get specs (sizes/weights, video lengths), ask about account tiers, and verify tracker integrations (pixel vs S2S postback), test-event procedures, and macros for click/zone/placement IDs. Ensure you can export placement-level data and invoices so finance/BI aren’t blocked later.

If you’re wondering where ad networks fit best, here are practical use cases that help both sides:

1. A performance agency used Taboola’s automated Maximize Conversions bidding to move beyond manual CPC tweaks and tap previously unreachable inventory. Result: 10× increase in campaign scale, ~2× ROI, and 12.5% lower CPV versus prior setup, with some accounts seeing 300%+ scale within a week. The takeaway for buyers: automation + native reach can scale proven creatives efficiently; for publishers: premium native inventory captures higher-quality, well-optimized demand
2. And case in point — PropellerAds: Popunder averaged ~733K impressions/day, generating ~$17,000 profit at $0.81 average CPM. Layering Push added $10,104 more revenue and 16× more impressions than OnClick alone, with Indonesia and Brazil as top GEOs.

Why this matters:

• For publishers: pairing pop + push smooths demand cycles, raises overall monetized volume, and diversifies revenue sources without adding page clutter.
• For advertisers: the same combo provides cheap reach (pop) plus re-engagement (push) — useful for testing GEO/device splits and for bringing validated creatives back to users at the right time.

Best Ad Networks for Publishers: Aivix Monetization Guide

Publishers care about five things: fill rate, eCPM, UX impact, policy fit, and payout reliability — with responsive support tying it all together. The right digital ad network should help you make money with ads and monetize a website without hurting engagement or Core Web Vitals. Below is a practical ad network comparison framework, a rating-by-format, and setup tips to maximize publisher revenue from day one.

Selection criteria for website monetization

• Format fit & UX: match formats to layout/audience. Test density, lazy loading, and above/below-the-fold balance so website monetization doesn’t tank engagement.
• Transparency: demand site/zone or app/placement visibility.
• IVT & fraud safeguards: pre-bid vs post-bid, refund rules, anomaly alerts — protect webmaster revenue and trust.
• Reporting depth: placement-level, near real-time, exportable (CSV/API).
• Payouts & thresholds: speed (weekly/bi-weekly/NET-30), currencies/fees, clawback rules.
• Support: named AMs, SLAs, dispute workflow, status page.
• Ad network pricing: floor CPMs, CPC auctions, smart optimization.
• Scale for newcomers: some ad networks for small publishers onboard faster — prove RPM, then apply to stricter platforms.
• Policy alignment: share content categories early to avoid retroactive blocks.

Best ad networks for publishers (rating by format)

Push ad networks — incremental RPM from opt-in audiences, fast creative rotation.

• Check: subscription sources, opt-in UX, frequency limits, unsubscribe flow.
• Examples: RichAds, PropellerAds
• Pricing: often CPC or hybrid tied to CTR/CVR.
• Onboarding: low minimum deposit / payment methods (cards, e-wallets, wire). Confirm rev-share vs fixed RPM.

Banner ad networks — broad coverage, brand-safety control, predictable viewability.

• Check: IAB sizes, lazy loading, collapse on no-fill, viewability benchmarks.
• Examples: Google Display, Adsterra
• Pricing: mostly CPM; some CPC backfill.
• Onboarding: ads.txt/app-ads.txt, category blocks, consent (TCF/US privacy).

Native ad networks — contextual fit, deeper sessions.

• Check: editorial moderation, content fit, widget latency, mobile feed design.
• Examples: Geozo, Taboola
• Pricing: typically CPC; RPM hinges on viewability and suitability.
• Onboarding: clear “Sponsored” labeling; test above vs below primary content.

Pop ad networks — high fill on long-tail pages; use sparingly to protect UX.

• Check: triggers, cadence rules, device/OS filters.
• Examples: PropellerAds, PopAds
• Pricing: low CPM with massive scale; align with page intent and session length.
• Onboarding: start on non-core pages; monitor bounce/time-on-page.

These are popular ad networks by format in the broader landscape. Always A/B test placements and measure page outcomes (scroll, time, exits) alongside RPM.

Implementation & support

Script placement: load async/defer; prevent CLS with placeholders. Keep a change log to place ads online safely.
Policy alignment: brand safety / compliance rules (categories, regional laws), automated blocks for disallowed advertisers.
Dashboards & exports: demand reporting transparency — placement-level, time-segmented data; API for BI.
Disputes: what evidence/windows for IVT credits; who approves.
Support: reachable AM + escalation channel.

Aivix Mini list — How to grow publisher revenue fast

• Placement tests: rotate sizes/positions; evaluate viewability + RPM together.
• Blocklists/allowlists: exclude low-quality categories/domains.
• Page speed: limit scripts, lazy render, cache widgets.
• Add formats gradually: introduce one unit at a time; expand if traffic quality / fraud prevention and UX are stable.
• Seasonal trends & GEO splits: special rules for peak geos. This is publisher monetization done right.

Effective Ad Networks for Advertisers: How to Buy Traffic

Buying from an ad network should accelerate learning and scale — not introduce leakage. Goals: test angles fast, control costs, and protect performance with clean attribution. Risks: opaque sources, weak filtering, and data gaps. Here’s how advertisers can purchase ad traffic with discipline — choosing effective ad networks, setting guardrails, and scaling only when signals are trustworthy.

Selection criteria for buying traffic

• Targeting depth: verify ad network targeting across GEO/device/OS/browser, connection type, dayparting, frequency controls, placement/zone IDs; add audiences (interests/lookalikes/remarketing).
• Traffic quality & anti-fraud: pre-bid filters + post-bid checks, anomaly alerts, make-goods; domain/app transparency.
• Site/zone transparency: whitelists/blacklists; route labels (direct/exchange/partner).
• APIs & automation: bulk edits, rules, endpoints for bids/frequency/creative rotation — how you scale.
• Billing terms (ad network pricing): wallet vs invoice, thresholds, schedules, currencies/fees, tax paperwork.
• Support & SLAs: named AMs, SLA’d tickets, escalation paths.

Top ad networks by format (for advertisers)

Push ad networks — rapid creative testing.

Use for fast CTR signal to screen angles/offers; good for re-engagement and seasonal bursts. Split by GEO/device/OS; conservative cadence; alerts on CTR/CVR dips; validate subscription sources and opt-in flows.

Banner ad networks — scalable reach + brand-safety levers.

Predictable delivery, retargeting coverage, viewability targets. Enforce viewability floors; cap density by ad placement; whitelist premium contexts; blacklist low-viewability supply.

Native ad networks — contextual alignment + pre-landers.

Mid-funnel engagement and content-led discovery; pair with a fast landing page. Cluster by topic; iterate headline/image combos; maintain tight publisher lists; cap CPC by placement/device.

Pop ad networks — cheap reach, strict filters.

Low CPM volume for hypotheses or re-introducing proven offers. Aggressive device/OS filters, narrow GEO windows; monitor bounce and time-to-interactive.

Together, these represent your top ad networks by format. Choose by objective: push for speed, banner for coverage, native for context, pop for volume tests — always tied to website promotion and site promotion goals.

Targeting, tracking & anti-fraud

Start with narrow targeting (geo/device/OS/browser); expand only on winning dimensions. Keep whitelists/blacklists fresh; use rules to bid up proven placements and taper weak ones. Measurement is non-negotiable: implement conversion tracking / postback / S2S at setup and validate every event before adding budget. Pass click IDs, placement IDs, and creative IDs to your tracker; de-dupe conversions; compare network vs tracker. For traffic quality / fraud prevention, combine pre-bid filters with post-bid audits and enforce make-goods when IVT exceeds thresholds.

Budgeting & cost efficiency

Budget to learn, then to earn.

• CPM: upper-funnel reach/viewability testing (especially banner/native).
• Cost per click (CPC): creative/message screening; aligns spend with intent — don’t chase only price per click.
• CPA: once the path is proven; aligns spend with outcomes but needs clean attribution.
  Set guardrails and pause rules (e.g., CVR < X% after Y clicks; ROAS below target for Z hours).

As an advertiser, don’t pool heterogeneous sources — split by ad placement, device, and GEO so winners get headroom and losers stop siphoning spend.

Aivix Mini list — Quick wins

• Validate the postback with live tests before real spend.
• Split by GEO/device/OS early; mixed sets dilute learning.
• Throttle frequency; scale breadth before intensity.
• Speed-test landers; slow pages mimic “bad traffic.”
• Standardize naming (GEO_Device_OS_Placement_Creative).
• Common mistakes: scaling on CTR alone, ignoring placement transparency, skipping negatives, changing multiple variables at once. Choose best-performing ad networks for each stage.

Ad networks are two-sided marketplaces — success on one side lifts the other. As the bridge, an advertising network aligns incentives, matching quality inventory with qualified demand at speed. For publishers, growth in website monetization and publisher revenue comes from safe, transparent placements, clean reporting, and reliable payouts. For advertisers, smarter ad placement plus the right ad formats — Push, Pop, Native, Banner — paired with precise targeting (geo, device, OS, browser) drives efficiency. Always validate conversion tracking / postback / S2S before scaling, then optimize CPM / CPC / CPA against clear KPI guardrails. Choose top ad networks that fit your goals and compliance needs — and let the marketplace work for both sides.

FAQ

What is an ad network?

An ad network is a two-sided marketplace that aggregates publisher inventory and matches it with advertiser demand, unifying targeting, pricing, and reporting. Here in Avix article one can find more useful information.

How does an ad network work for publishers and advertisers?

How an ad network works: publishers supply placements; advertisers bid or buy via the platform; the network optimizes delivery and reports performance for both sides.

What are the best ad networks for publishers to monetize a website?

Start with a shortlist of the best ad networks for publishers, test formats and placements, compare eCPM and reporting transparency, then scale winners.

How can I make money with ads and grow publisher revenue?

Increase viewability, improve layout speed, A/B test sizes/positions, and add high-fit formats to make money with ads and boost publisher revenue.

How do I buy traffic through effective ad networks?

Define KPIs, buy traffic in small test flights, use precise targeting, and favor effective ad networks with strong anti-fraud and clear site/zone data.

What ad placement practices improve website promotion and ROI?

Prioritize above-the-fold ad placement, balance density with UX, and match format to content to support website promotion and conversions.

Which pricing model should I use: CPM, CPC, or CPA?

Use CPM for reach and predictable delivery, CPC to test creatives and traffic, and CPA when tracking is solid and you want outcome-based spend; monitor cost per click (CPC).

What targeting options should I expect in ad networks?

Expect targeting by GEO, device, OS, browser, plus dayparting, frequency caps, and bid controls for placement-level optimization.

How do I set up conversion tracking with postback (S2S)?

Implement conversion tracking via pixel or postback / S2S, pass click/zone IDs, validate fires on a small budget, then scale.

How do ad networks handle fraud and brand safety?

Choose platforms with IVT filters, domain/app transparency, and clear brand safety / compliance policies; request fraud reports before scaling.

Reviews

1. We started small on CPM/CPC to validate creatives, then moved to CPA once conversion tracking with postback (S2S) was firing clean. The targeting stack (GEO/device/OS/browser) plus tight frequency capping let us keep CTR high without burning audiences. I also liked the transparent ad network pricing and quick support on compliance checks. For scale, push ad networks gave fast testing, while pop brought cheap volume; we layered native and banner later for stability. Traffic felt clean — solid fraud prevention and brand-safe placements. If you’re sorting through the top ad networks, this mix of controls and reporting made it easy to scale without losing ROI.

2. As a publisher, I needed ad networks for publishers that could boost fill and keep UX intact. Setup was quick, minimum deposit / payment methods were straightforward, and the network respected our brand safety / compliance rules from day one. We tested multiple ad formats — banner in-content, native for article recirculation, and light push for returning users — and the reporting made it simple to compare zones. The ad network shared site/zone stats and answered questions fast, so optimizing layouts and targeting by device was painless. eCPM rose steadily once we trimmed weak placements and used whitelists/blacklists. Overall, one of the more popular ad networks we’ve tried: clean traffic quality, predictable payouts, and clear dashboards.