We know that in-game ads can benefit publishers, developers, and advertisers. Both ad networks and exchanges are a useful part of programmatic advertising and can help grow your game or brand.
But what’s the difference between an exchange and a network?
A video ad network is a company that connects publishers and advertisers. Google would be an example of an ad network because it connects both supply and demand. Those platforms collect inventory from publishers and sell it to advertisers.
An exchange is a platform that allows publishers and advertisers to buy and sell ad inventory from multiple networks. It is not an intermediary.
Both ad networks and exchanges facilitate the media buying process, but “ad networks are like stockbrokers in the stock market that help you buy the right stocks according to your requirement. An ad exchange is like the stock exchange itself, allowing you to buy or sell stock in an open market.”
Here are a few of the most popular networks and exchanges available for both publishers and advertisers. This is the fourth article in our series on why video game advertising is a huge opportunity for brands in 2023.
Some of the most popular in-game ads are those advertising other games. If you have a game that you’re looking to promote, a Universal App Campaign (UAC) is a great way to do it. Google’s UACs are an easy and popular solution for brands and game developers alike. Google claims that their UACs achieve about 140% more conversions than other campaign types.
When creating a UAC, advertisers need to provide videos in both portrait and landscape, budget, target, location, and languages. Google’s AI will do the rest and create and test different ads and placements.
Google AdMob works with millions of advertisers who pay for space on mobile games. Ad variations include:
- Rewarded
- Native
- Banners (standard, adaptive and smart)
- Interstitials
You can read more about working with Google AdMob to create a campaign here.