[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"auth-info":3,"blog-article-ad-network":4},false,{"article":5,"moreArticles":136},{"id":6,"active":7,"slug":8,"author_id":9,"created_at":10,"updated_at":11,"title":12,"hero_text":13,"hero_image":14,"hero_image_alt":15,"hero_button_text":16,"hero_button_link":17,"text":18,"description":19,"faq":20,"seo_details":42,"author":45,"text_html":54,"toc":55},6,true,"ad-network",1,"2026-10-05T13:52:42Z","2026-10-06T14:57:03Z","Ad Network Explained: Auctions, Bids and Who Gets Paid","An ad network is an intermediary that aggregates advertising inventory from many publishers and auctions it to advertisers, paying the publisher a share of the winning bid and keeping the difference.\nThe advertiser pays per click or per thousand impressions. The publisher installs a code and is paid for the traffic it fills. The advertising network runs the auction, moderates the ads, screens the traffic and settles the payments.\n","https:\u002F\u002Fimagenymoda.com\u002F01a10c5b-07cf-7c2b-9936-b9c9996cbb37.webp","Ad Network","Launch Campaign","https:\u002F\u002Fadscompass.com\u002Fsign-up","## **Why Ad Networks Exist: The Four Problems They Solve**\n\nAn ad network exists because neither side of the market can transact directly at scale, and in standing between them it takes on four separate jobs: discovery, unsold inventory, pricing and settlement. A large publisher can employ a sales team; the long tail of sites cannot. An advertiser who needs traffic in forty countries cannot sign forty thousand contracts. Aggregation turns many small supplies into one buyable pool, and the four jobs are what that pool costs to run.\n\nEach of the four is a cost somebody would otherwise carry.\n\n**Discovery.** A site with 20,000 visitors a month has no way of being found by an advertiser who would happily buy its traffic, and no budget to go looking. Aggregation replaces that search with a single integration on each side.\n\n**Unsold inventory.** Even publishers who sell directly sell only part of what they have: the wrong hours, the wrong countries, the remainder after the direct campaign is capped. Unsold impressions expire worthless the moment the page loads, so any price above zero beats holding them.\n\n**Pricing.** One publisher has no idea what a Brazilian mobile impression is worth on a Tuesday night. A network sees millions of comparable impressions and prices each one against live demand.\n\n**Trust and settlement.** Neither side has to check the other's numbers or chase an invoice across a border. The network counts the impressions, screens the traffic, absorbs the credit risk on both sides and settles in one currency.\n\n## **What Real-Time Bidding Changed**\n\nReal-time bidding turned the network from a wholesaler into an auction operator. Before RTB arrived around 2010, a network bought inventory in bulk and resold it at a markup, so the price was negotiated once and applied to millions of impressions. After RTB, the same intermediary prices each impression separately, at the moment it is served, against whoever else wants that user.\n\nThe consequence runs through everything below. There is no rate card, the price of the same placement moves through the day, and the number an advertiser controls is a bid rather than a cost.\n\n## **What Happens Between a Page Opening and an Ad Appearing**\n\nAn ad reaches a user through a fixed sequence that completes in roughly 100 milliseconds, before the page has finished rendering.\n\n1. A user opens a page or an app screen carrying the publisher's ad code.\n2. The code fires an ad request to the network.\n3. The network builds a bid request describing the opportunity - country, device, browser, operating system, placement identifier - along with the technical identifiers the auction needs, such as IP address and user agent. It carries no name, email or account identity: a buyer targets an audience profile, not a person.\n4. That request is matched against every active campaign whose targeting fits the description.\n5. The matching campaigns compete in an auction, and the highest eligible bid wins.\n6. The winning creative is returned to the page and rendered in the placement.\n7. The impression is recorded, and if the user clicks, the click is recorded against the campaign.\n8. The advertiser's tracker receives a postback with the campaign, creative and source identifiers, so conversions can be attributed back to the placement that produced them.\n\nSteps 3 to 6 are the part that has to be fast. Everything else in this article is detail hanging off that loop.\n\n## **Types of Ad Networks and Where This One Sits**\n\nDigital ad networks are commonly grouped into five types, and the dividing line is what each one sells.\n\n| **Type** | **What it sells** | **Who it suits** |\n| - | - | - |\n| Vertical | Inventory in one topic or industry | Advertisers who need contextual fit |\n| Horizontal | Volume across many topics, sorted by targeting | Performance buyers chasing scale |\n| Premium | Named publishers, agreed placements | Brand campaigns with placement requirements |\n| Blind | Inventory without site names disclosed | Price-driven buying at volume |\n| Specialized | One format or channel - mobile, video, native, in-app | Format-specific campaigns |\n\nThe taxonomy is not standardized, and most real networks straddle two or three of these. In practice an advertiser meets search-engine display networks, content recommendation widgets and in-app mediation SDKs most often. AdsCompass is a horizontal performance network weighted towards Pop and Push inventory, where placements are identified by source ID and not by site name. How [popunder ads ](https:\u002F\u002Fadscompass.com\u002Fblog\u002Fpopunder-ads)are bought and sold inside that model is covered separately.\n\n## **How Advertisers Pay: CPC, CPM and the Models Around Them**\n\nAn advertiser pays either for volume of ads served or for an action the user takes, and the model determines what the bid figure actually means.\n\n| **Model** | **You pay for** | **Where it is used** |\n| - | - | - |\n| CPM | One thousand impressions | Banner, video and rewarded placements, and reach campaigns |\n| CPC | One click | Performance campaigns where the click is the first measurable step |\n| CPA | One completed action - sale, deposit, registration | Affiliate and CPA networks rather than self-serve traffic buying |\n| CPL | One lead | Lead generation verticals |\n| CPI | One app install | Mobile app promotion |\n| CPV | One video view | Video campaigns |\n\nTwo bids in different models cannot be compared as written. A $0.1 CPM works out at $0.0001 per impression, and to set it against a $0.001 CPC you need a click-through rate: at 1% CTR, that thousand impressions produces ten clicks, so the effective cost is $0.01 per click - ten times the CPC floor. Run that conversion before deciding a CPM format looks cheap.\n\n## **The Four Parties in an Ad Network and What Each One Does**\n\nAn ad network connects four parties: advertisers who buy traffic, publishers who sell inventory, the network itself running the auction, and other platforms - networks, SSPs and DSPs - that connect their supply or demand over RTB.\n\n| **Party** | **What they do** | **How they connect** |\n| - | - | - |\n| [Advertiser](https:\u002F\u002Fadscompass.com\u002Fadvertisers) | Buys traffic, sets bids and targeting | Self-serve account, or through a manager at volume |\n| [Publisher](https:\u002F\u002Fadscompass.com\u002Fpublishers) | Monetises their own sites | Separate self-serve account |\n| The network | Runs the auction, moderates ads, screens traffic, settles payments | - |\n| Other networks, SSPs, DSPs | Add supply or demand to the same auction | RTB integration through a manager |\n\nAdvertiser and publisher accounts are separate systems with separate dashboards and separate documentation. Anyone buying and selling traffic at the same time registers twice, and the two balances never meet.\n\nThe fourth row matters more than it looks. AdsCompass connects other networks over oRTB, XML feed and JSON feed as a declared part of the model, so the inventory an advertiser bids on includes supply arriving through partner platforms, not only sites that registered directly.\n\n## **Where Your Money Goes When You Buy Traffic Through an Ad Network**\n\nThe advertiser's bid is the price of one click or one thousand impressions, the publisher receives a share of that bid, and the network keeps the difference. There is no fixed commission percentage anywhere in this model, because the bid itself changes with every auction.\n\nThe auction type decides what a winning bid costs. In a second-price auction the winner is charged the runner-up's bid plus a small increment, so bidding above the market does not, by itself, raise what you pay. In a first-price auction the bid is the price: win, and the full amount entered is what leaves the balance. AdsCompass runs first-price on [OpenRTB](https:\u002F\u002Fiabtechlab.com\u002Fstandards\u002Fopenrtb\u002F), and advertisers who scale successfully here tend to raise bids in small increments and watch the win rate move before the next step.\n\nPart of what an advertiser spends can come back. On AdsCompass the balance receives cashback starting at 1% of spend and rising with turnover, credited to the account rather than paid out, so it funds the next campaign instead of the bank.\n\nThere is no fixed price for traffic either. What you pay depends on what other advertisers are bidding for the same audience at that moment, on the GEO, on the device mix of the site and on the format - a [push ad ](https:\u002F\u002Fadscompass.com\u002Fblog\u002Fpush-ad-campaigns-on-adscompass-bids-targeting-and-cost-control) click in Indonesia and a push click in Germany are two different markets with two different prices..\n\n## **What It Costs to Start**\n\nEntry cost on a self-serve network is a deposit plus a bid above the format's floor. On AdsCompass the deposit is $50, and it lands on a balance the campaigns spend from: the full amount buys traffic, and whatever a campaign leaves unspent stays there for the next one.\n\n![ad network cpc bid](https:\u002F\u002Fimagenymoda.com\u002F01a10c5f-79f3-7050-90f7-1bfcc9ffcab5.webp)\n\nThat balance covers enough clicks on cheap inventory to see whether a creative holds attention. Floors differ by format and come in two units - Pop, Push and In-Page Push run exclusively on CPC for self-serve users, while the other five formats are priced on CPM - and each floor marks where the bidding opens.\n\n| **Format** | **Model** | **Minimum bid** |\n| - | - | - |\n| Pop \u002F Popunder | CPC | $0.0003 |\n| In-Page Push | CPC | $0.0008 |\n| Push | CPC | $0.001 |\n| Banner | CPM | $0.001 |\n| Telegram Rewarded Post | CPM | $0.01 |\n| Native | CPM | $0.1 |\n| Video Pre-Roll | CPM | $0.1 |\n| Telegram Rewarded Video | CPM | $0.1 |\n\nA floor is not a market price. Bidding the minimum on Pop launches a campaign that wins only the impressions nobody else wanted. Most networks publish average bids somewhere before you fund an account - here that is the Traffic Calculator, which shows average bids by GEO and format from completed auctions and opens after [free registration](https:\u002F\u002Fadscompass.com\u002Fsign-up), with no deposit required. Daily budgets, spend pacing and test sizing are set in the campaign itself; the advertiser basics page walks through them.\n\n\n![ad network average bids](https:\u002F\u002Fimagenymoda.com\u002F01a10c60-7307-76d7-825a-666c7c755006.webp)\n\n\n## **Which Ad Formats a Network Sells, and Which Ones Publishers Can Monetise**\n\nA network rarely offers the same format list to both sides, because some inventory is bought from a channel the network does not resell. [AdsCompass](https:\u002F\u002Fadscompass.com\u002F) sells eight formats to advertisers and lets publishers monetise six.\n\n![ad network ad formats](https:\u002F\u002Fimagenymoda.com\u002F01a10c61-1e4a-7080-a8d5-308350f007f4.webp)\n\nFormat choice decides more than how the ad looks. It sets the pricing model, the floor price, the volume available and the moment the user is reached: a Pop opens a full screen of attention, [push traffic ](https:\u002F\u002Fadscompass.com\u002Fblog\u002Fpush-traffic) arrives with the user's prior consent, a Native unit meets someone already reading on the topic. Each suits a different offer, which is why testing two formats with the same creative is usually more informative than testing two creatives on one.\n\n| **Format** | **What the user sees** | **Advertiser buys** | **Publisher monetized** |\n| - | - | - | - |\n| Push | A browser notification, delivered after the user subscribes to the site | Yes | Yes |\n| In-Page Push | A notification-styled block rendered inside the page, with no subscription needed | Yes | Yes |\n| Native | An image-and-headline unit styled to match the surrounding content | Yes | Yes |\n| Pop \u002F Popunder | A new tab or window opening behind or in front of the page after a click | Yes | Yes |\n| Banner | A fixed image unit in a reserved position of the page layout | Yes | Yes |\n| Video Pre-Roll | A video ad playing before the content the user came for | Yes | Yes |\n| Telegram Rewarded Post | A Telegram post inside a Mini App, rewarded on interaction | Yes | No |\n| Telegram Rewarded Video | A short video inside a Telegram Mini App, rewarded on completion | Yes | No |\n\nVideo inventory is delivered to players with [VAST](https:\u002F\u002Fwww.iab.com\u002Fguidelines\u002Fvast\u002F), the XML template that tells a player where to fetch the ad and how to report on it, so a video creative built once runs across compliant players anywhere.\n\nThe two Telegram formats were added in February 2025 and place ads inside Telegram Mini Apps. They are buy-side only: a publisher with a Telegram audience cannot monetise it through the publisher account at all, and that is a real limitation of the current setup.\n\n## **How Ad Review Works and What Gets Rejected**\n\nEvery campaign is reviewed before it can enter the auction, because the network is liable for what appears on its publishers' sites. Review on AdsCompass usually finishes in about ten minutes. Adult and iGaming campaigns are allowed with restrictions; violence, weapons and drugs are refused.\n\nRejections cluster into three causes: a breach of a specific clause in the [terms and conditions](https:\u002F\u002Fadscompass.com\u002Fterms-and-conditions), a campaign link that does not resolve, and a destination URL carrying a large number of [VirusTotal](https:\u002F\u002Fwww.virustotal.com\u002F) detections. The third catches people who did nothing wrong themselves - a domain bought with history, or a tracker domain on shared infrastructure, inherits someone else's detections.\n\n![ad network moderation rejected](https:\u002F\u002Fimagenymoda.com\u002F01a10c62-5672-72f4-ac35-c9ca529ae244.webp)\n\n## **How a Network Decides Which Ad to Show**\n\nA network matches each bid request against the campaigns in its system and auctions the impression among those that fit, so the winning ad is the highest bid from a campaign whose targeting matches that exact user.\n\n### **The targeting filters that decide the match**\n\nNine filters decide whether a campaign is eligible for a given impression on AdsCompass, and two of them are uncommon on self-serve platforms - IPv6 address exclusion and proxy connection exclusion, both of which cut a share of automated traffic before it reaches a budget.\n\n- GEO - 200+ countries, plus city-level targeting\n- Device, OS and OS version\n- Browser and browser version\n- ISP or mobile carrier\n- Browser language\n- Connection type\n- Retargeting audiences\n- IPv6 address exclusion\n- Proxy connection exclusion\n\n### **How the supply is screened before the auction**\n\nEvery bid request reaching the auction comes from inventory that has already cleared two checks: individual premoderation of the publisher site before it is allowed to serve, and an antifraud layer that filters automated traffic out of the reporting continuously. Publishers reinforce this from their side with [ads.txt](https:\u002F\u002Fiabtechlab.com\u002Fads-txt\u002F) and sellers with [sellers.json](https:\u002F\u002Fiabtechlab.com\u002Fsellers-json\u002F), the two files buyers use to verify that a seller is authorised to sell the inventory it is offering.\n\n### **What an advertiser gets to optimise with**\n\nOptimisation on this platform is manual, with no automatic conversion-goal bidding to reallocate budget for you - the clearest weakness against networks that ship one. The main tool is Source ID bidding, also called micro bidding: separate bid rules for individual source IDs, so the bid rises where conversion rate holds up and falls where click-through rate collapses, without pausing the campaign. Alongside it sit black and white lists on IP, ISP and source ID, a frequency cap per unique IP per day, dayparting with an explicit timezone, and a spend mode that runs evenly across 24 hours or as fast as the auction allows.\n\nAll of it depends on the source ID reaching your tracker. Conversions come back by S2S postback, and the available macros are campaign ID, creative ID, price, IP, source ID, user agent and click ID. Leave source ID out and the tracker will report that a campaign converted without saying which placements did.\n\n## **How Much Traffic Sits Behind a Network**\n\nNetwork scale is counted in bid requests, not in visitors, and AdsCompass processes roughly 30 billion of them a day, serving about 900 million impressions and around 30 million clicks. Those figures are company estimates and have not been audited.\n\nThey describe a consistent funnel. Thirty billion requests producing 900 million impressions is a bid-to-impression ratio near 3% - often loosely called fill rate, though fill rate is normally measured against a publisher's own ad requests, not an exchange's outbound bid requests, so the two are not comparable. A ratio in that range is ordinary, because most bid requests arrive with no matching campaign and go unanswered.\n\nRead the implied 3.3% click-through rate carefully. [Popunder traffic ](https:\u002F\u002Fadscompass.com\u002Fblog\u002Fpopunder-traffic) dominates the mix, and a Pop \"click\" is an opened tab rather than a deliberate tap, so the blended figure sits far above what a push or banner campaign shows in reporting.\n\n## **What a Publisher Connects, and How the Money Comes Back**\n\nA publisher connects by placing network code on a site and passing moderation, after which the inventory enters the same auction the advertisers bid into. The code takes one of three forms - a JavaScript tag, a direct link or a widget - and an open API with a personal token exposes the reporting programmatically.\n\nApproval is individual. Sites are reviewed one by one and no visitor threshold is published, so a small site is judged on what its traffic is.\n\nMoney comes back on the schedule attached to the connection type: RTB publishers on Net30 counted from the invoice date, direct publishers on request from $50, which is also the minimum withdrawal. The [publisher section](https:\u002F\u002Fadscompass.com\u002Fpublishers) lists the payment platforms.\n\n## **How an Ad Network Differs From an Ad Exchange, a DSP, an SSP, an Ad Server and an Affiliate Network**\n\nAn ad network aggregates inventory and resells it; the other five entities each own a different job in the same chain, and the labels are used interchangeably by people who mean different things.\n\n| **Entity** | **Whose side it is on** | **What it actually is** |\n| - | - | - |\n| Ad network | Both, as the middleman | Aggregates supply, resells it to demand |\n| Ad exchange | Neutral | The auction venue itself |\n| DSP | Demand | The advertiser's buying console |\n| SSP | Supply | The publisher's selling console |\n| Ad server | Either | The system that stores creatives and delivers them |\n| Affiliate network | Both, on a CPA basis | Connects offers to partners, paying per completed action |\n\n**An ad network** owns the marketplace it operates. It decides which formats exist, what the bid floors are, which advertisers are admitted and how publisher supply is screened, then resells that supply packaged by targeting criteria.\n\n**An ad exchange** is the marketplace where impressions are auctioned between many buyers and sellers at once. It does not own inventory or represent either side; it matches bids to bid requests and enforces the auction rules.\n\n**A DSP** - demand-side platform - is the interface an advertiser uses to buy across multiple sources of supply, holding the targeting, budgets and bidding logic on the buyer's side.\n\n**An SSP** - supply-side platform - is the mirror image on the publisher's side, connecting inventory to multiple sources of demand and maximising the price each impression receives.\n\n**An ad server** is the system that stores creatives, decides which one to deliver against a booked line item, and counts the impressions and clicks. Networks, exchanges and publishers all run one.\n\n**An affiliate network** connects offers to partners who are paid per completed action - a sale, a deposit, a registration. It sells outcomes; an ad network sells traffic priced per click or per thousand impressions.\n\n### **Ad network vs affiliate network**\n\nThe affiliate network is the one most often confused with an ad network, and the difference is what is being bought. An ad network sells impressions and clicks, and the risk of whether they convert stays with the advertiser. An affiliate network sells conversions, and the risk of whether traffic converts sits with the partner sending it.\n\nIn practice the labels blur, and AdsCompass is a clean example of why: the underlying ADMY Platform contains an SSP, a DSP and the auction in one system, while the Ad Exchange entry lets external SSPs and DSPs connect over RTB. A publisher in the dashboard is using an SSP, an advertiser in the self-serve account is using a DSP, and the auction between them is an exchange.\n\n## **What an Ad Network Does Better Than Direct Deals, and Where It Loses**\n\nAn ad network wins on reach and on the cost of getting started, and loses control over exactly where the ads appear.\n\nWhat it does better:\n\n- One integration and one balance covers 200+ countries; a direct deal covers one publisher.\n- Entry is a deposit of tens of dollars; a direct deal starts with a signed insertion order and a minimum commitment.\n- Pricing is set by auction each time, so it tracks demand instead of a rate card negotiated last quarter.\n- Targeting, frequency capping and scheduling are set by the buyer, not agreed in advance with the site.\n\nWhere it loses:\n\n- On blind supply, placements are identified by ID, so you optimise on identifiers and never see a list of site names.\n- Traffic quality varies between sources, and the blacklists exist because you will need them.\n- Automatic conversion-goal bidding is not universal - on this platform it does not exist.\n- Publisher payouts on RTB terms are slower than the direct payouts a large site would negotiate for itself.\n\n## **AdsCompass in Numbers**\n\n| **Parameter** | **Value** |\n| - | - |\n| Platform launched | 2013 |\n| Auction type | First-price, OpenRTB |\n| Minimum deposit | $50 |\n| Lowest minimum bid | $0.0003 CPC (Pop) |\n| Formats | 8 for advertisers, 6 for publishers |\n| Pricing models on self-serve | CPC on Pop, Push, In-Page; CPM on the other five |\n| Moderation time | About 10 minutes |\n| GEO coverage | 200+ countries |\n| Advertiser cashback | From 1% of spend, rising with turnover |\n| Minimum publisher withdrawal | $50 |\n| Publisher payout terms | Net30 from invoice date (RTB); on request from $50 (direct) |","",[21,24,27,30,33,36,39],{"question":22,"answer":23},"Are ad networks still relevant now that programmatic buying exists?","Ad networks became programmatic; they did not compete with it. Since RTB arrived, the same intermediary that once resold inventory in bulk now operates the auction that prices each impression. Buying through a self-serve network today is programmatic buying with a simpler interface on top.\n",{"question":25,"answer":26},"What is a blind ad network and how do you work with one?","A blind network sells inventory without disclosing publisher site names, identifying each placement by a source ID instead. You work with it by treating the IDs as the unit of optimization: pass source ID into your tracker, let a campaign run long enough to judge each ID, then whitelist the ones that convert.\n",{"question":28,"answer":29},"Do I need my own website to buy traffic from an ad network?","No. An advertiser needs a destination URL that resolves and passes moderation - a landing page, an offer link or a tracker link. A website of your own is only required on the publisher side, where the network reviews each site individually before it can serve ads.\n",{"question":31,"answer":32},"What is the difference between an ad network and an ad exchange?","An ad network buys inventory from publishers and resells it under its own rules, deciding which formats exist, what the floors are and who may advertise. An ad exchange owns no inventory and represents neither side; it runs the auction and enforces its rules. A network can operate an exchange inside itself, which is why the two words are used loosely.\n",{"question":34,"answer":35},"What is the difference between an ad network and a DSP?","A DSP is software an advertiser buys through; an ad network is a marketplace an advertiser buys from. The DSP holds the targeting, budgets and bidding logic on the buyer's side and reaches across several sources of supply. A self-serve network account performs the same function against one pool of supply, which is why it feels like a DSP to the person using it.\n",{"question":37,"answer":38},"How do ad networks differ from the other advertising platforms around them?","Each one owns a different job in the same chain: the network aggregates and resells supply, the exchange runs the auction, the DSP is the buying console, the SSP is the selling console, the ad server stores and delivers the creative, and the affiliate network pays per completed action rather than per click or impression. One company frequently runs several of these at once.\n",{"question":40,"answer":41},"Why do minimum bids differ so much between formats?","Because the minimums are quoted in two different units and the inventory volumes are unlike. Pop and Push sit at fractions of a cent per click, while Native and Video Pre-Roll sit at $0.1 per thousand impressions. A large, low-engagement format prices low per unit; a scarce, high-attention one prices high.",{"title":43,"description":44},"What Is an Ad Network and How Does It Work? ","What an ad network is, how an ad gets served in about 100 milliseconds, the types of advertising networks that exist, how advertisers pay, and how a network differs from an ad exchange, DSP, SSP, ad server and affiliate network.",{"id":9,"name":46,"position":47,"image":48,"description":49,"contacts":50},"Anastasia","Head of Sales","https:\u002F\u002Fimagenymoda.com\u002F01a0ae3b-d969-7288-a9fe-8bc9d7476641.jpg","I'm Anastasia Aleksandrova, Head of Sales at AdsCompass. I've held this role since January 2020, after five years as Head of Display Advertising. I joined the company in October 2014, one year after the platform launched.\nIndustry events are a constant part of the job: partner meetings at the AdsCompass booth at SiGMA Dubai 2024 and Affiliate World Asia 2023, then the 2025 season at SiGMA, Affiliate World Europe, SBC Summit and TES.\nMy eleven years here cover the changes the platform has been through: formats added and retired, bid floors moved, moderation policy rewritten, payout terms updated. The display years show me how inventory behaves; the sales years show me what advertisers weigh when they decide where a budget goes.\n",{"email":51,"telegram":52,"teams":51,"linkedin":53},"banners@adscompass.info","@pushcompass","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fanastasia-aleksandrova-77248613b\u002F?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BX6ck8H9LQImLmSdh34KE3Q%3D%3D","\u003Ch2 id=\"why-ad-networks-exist-the-four-problems-they-solve\">\u003Cstrong>Why Ad Networks Exist: The Four Problems They Solve\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>An ad network exists because neither side of the market can transact directly at scale, and in standing between them it takes on four separate jobs: discovery, unsold inventory, pricing and settlement. A large publisher can employ a sales team; the long tail of sites cannot. An advertiser who needs traffic in forty countries cannot sign forty thousand contracts. Aggregation turns many small supplies into one buyable pool, and the four jobs are what that pool costs to run.\u003C\u002Fp>\n\u003Cp>Each of the four is a cost somebody would otherwise carry.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Discovery.\u003C\u002Fstrong> A site with 20,000 visitors a month has no way of being found by an advertiser who would happily buy its traffic, and no budget to go looking. Aggregation replaces that search with a single integration on each side.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Unsold inventory.\u003C\u002Fstrong> Even publishers who sell directly sell only part of what they have: the wrong hours, the wrong countries, the remainder after the direct campaign is capped. Unsold impressions expire worthless the moment the page loads, so any price above zero beats holding them.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Pricing.\u003C\u002Fstrong> One publisher has no idea what a Brazilian mobile impression is worth on a Tuesday night. A network sees millions of comparable impressions and prices each one against live demand.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Trust and settlement.\u003C\u002Fstrong> Neither side has to check the other's numbers or chase an invoice across a border. The network counts the impressions, screens the traffic, absorbs the credit risk on both sides and settles in one currency.\u003C\u002Fp>\n\u003Ch2 id=\"what-real-time-bidding-changed\">\u003Cstrong>What Real-Time Bidding Changed\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>Real-time bidding turned the network from a wholesaler into an auction operator. Before RTB arrived around 2010, a network bought inventory in bulk and resold it at a markup, so the price was negotiated once and applied to millions of impressions. After RTB, the same intermediary prices each impression separately, at the moment it is served, against whoever else wants that user.\u003C\u002Fp>\n\u003Cp>The consequence runs through everything below. There is no rate card, the price of the same placement moves through the day, and the number an advertiser controls is a bid rather than a cost.\u003C\u002Fp>\n\u003Ch2 id=\"what-happens-between-a-page-opening-and-an-ad-appearing\">\u003Cstrong>What Happens Between a Page Opening and an Ad Appearing\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>An ad reaches a user through a fixed sequence that completes in roughly 100 milliseconds, before the page has finished rendering.\u003C\u002Fp>\n\u003Col>\n\u003Cli>A user opens a page or an app screen carrying the publisher's ad code.\u003C\u002Fli>\n\u003Cli>The code fires an ad request to the network.\u003C\u002Fli>\n\u003Cli>The network builds a bid request describing the opportunity - country, device, browser, operating system, placement identifier - along with the technical identifiers the auction needs, such as IP address and user agent. It carries no name, email or account identity: a buyer targets an audience profile, not a person.\u003C\u002Fli>\n\u003Cli>That request is matched against every active campaign whose targeting fits the description.\u003C\u002Fli>\n\u003Cli>The matching campaigns compete in an auction, and the highest eligible bid wins.\u003C\u002Fli>\n\u003Cli>The winning creative is returned to the page and rendered in the placement.\u003C\u002Fli>\n\u003Cli>The impression is recorded, and if the user clicks, the click is recorded against the campaign.\u003C\u002Fli>\n\u003Cli>The advertiser's tracker receives a postback with the campaign, creative and source identifiers, so conversions can be attributed back to the placement that produced them.\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>Steps 3 to 6 are the part that has to be fast. Everything else in this article is detail hanging off that loop.\u003C\u002Fp>\n\u003Ch2 id=\"types-of-ad-networks-and-where-this-one-sits\">\u003Cstrong>Types of Ad Networks and Where This One Sits\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>Digital ad networks are commonly grouped into five types, and the dividing line is what each one sells.\u003C\u002Fp>\n\u003Ctable>\n\u003Cthead>\n\u003Ctr>\n\u003Cth>\u003Cstrong>Type\u003C\u002Fstrong>\u003C\u002Fth>\n\u003Cth>\u003Cstrong>What it sells\u003C\u002Fstrong>\u003C\u002Fth>\n\u003Cth>\u003Cstrong>Who it suits\u003C\u002Fstrong>\u003C\u002Fth>\n\u003C\u002Ftr>\n\u003C\u002Fthead>\n\u003Ctbody>\n\u003Ctr>\n\u003Ctd>Vertical\u003C\u002Ftd>\n\u003Ctd>Inventory in one topic or industry\u003C\u002Ftd>\n\u003Ctd>Advertisers who need contextual fit\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Horizontal\u003C\u002Ftd>\n\u003Ctd>Volume across many topics, sorted by targeting\u003C\u002Ftd>\n\u003Ctd>Performance buyers chasing scale\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Premium\u003C\u002Ftd>\n\u003Ctd>Named publishers, agreed placements\u003C\u002Ftd>\n\u003Ctd>Brand campaigns with placement requirements\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Blind\u003C\u002Ftd>\n\u003Ctd>Inventory without site names disclosed\u003C\u002Ftd>\n\u003Ctd>Price-driven buying at volume\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Specialized\u003C\u002Ftd>\n\u003Ctd>One format or channel - mobile, video, native, in-app\u003C\u002Ftd>\n\u003Ctd>Format-specific campaigns\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003C\u002Ftbody>\n\u003C\u002Ftable>\n\u003Cp>The taxonomy is not standardized, and most real networks straddle two or three of these. In practice an advertiser meets search-engine display networks, content recommendation widgets and in-app mediation SDKs most often. AdsCompass is a horizontal performance network weighted towards Pop and Push inventory, where placements are identified by source ID and not by site name. How \u003Ca href=\"https:\u002F\u002Fadscompass.com\u002Fblog\u002Fpopunder-ads\">popunder ads \u003C\u002Fa>are bought and sold inside that model is covered separately.\u003C\u002Fp>\n\u003Ch2 id=\"how-advertisers-pay-cpc-cpm-and-the-models-around-them\">\u003Cstrong>How Advertisers Pay: CPC, CPM and the Models Around Them\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>An advertiser pays either for volume of ads served or for an action the user takes, and the model determines what the bid figure actually means.\u003C\u002Fp>\n\u003Ctable>\n\u003Cthead>\n\u003Ctr>\n\u003Cth>\u003Cstrong>Model\u003C\u002Fstrong>\u003C\u002Fth>\n\u003Cth>\u003Cstrong>You pay for\u003C\u002Fstrong>\u003C\u002Fth>\n\u003Cth>\u003Cstrong>Where it is used\u003C\u002Fstrong>\u003C\u002Fth>\n\u003C\u002Ftr>\n\u003C\u002Fthead>\n\u003Ctbody>\n\u003Ctr>\n\u003Ctd>CPM\u003C\u002Ftd>\n\u003Ctd>One thousand impressions\u003C\u002Ftd>\n\u003Ctd>Banner, video and rewarded placements, and reach campaigns\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>CPC\u003C\u002Ftd>\n\u003Ctd>One click\u003C\u002Ftd>\n\u003Ctd>Performance campaigns where the click is the first measurable step\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>CPA\u003C\u002Ftd>\n\u003Ctd>One completed action - sale, deposit, registration\u003C\u002Ftd>\n\u003Ctd>Affiliate and CPA networks rather than self-serve traffic buying\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>CPL\u003C\u002Ftd>\n\u003Ctd>One lead\u003C\u002Ftd>\n\u003Ctd>Lead generation verticals\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>CPI\u003C\u002Ftd>\n\u003Ctd>One app install\u003C\u002Ftd>\n\u003Ctd>Mobile app promotion\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>CPV\u003C\u002Ftd>\n\u003Ctd>One video view\u003C\u002Ftd>\n\u003Ctd>Video campaigns\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003C\u002Ftbody>\n\u003C\u002Ftable>\n\u003Cp>Two bids in different models cannot be compared as written. A $0.1 CPM works out at $0.0001 per impression, and to set it against a $0.001 CPC you need a click-through rate: at 1% CTR, that thousand impressions produces ten clicks, so the effective cost is $0.01 per click - ten times the CPC floor. Run that conversion before deciding a CPM format looks cheap.\u003C\u002Fp>\n\u003Ch2 id=\"the-four-parties-in-an-ad-network-and-what-each-one-does\">\u003Cstrong>The Four Parties in an Ad Network and What Each One Does\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>An ad network connects four parties: advertisers who buy traffic, publishers who sell inventory, the network itself running the auction, and other platforms - networks, SSPs and DSPs - that connect their supply or demand over RTB.\u003C\u002Fp>\n\u003Ctable>\n\u003Cthead>\n\u003Ctr>\n\u003Cth>\u003Cstrong>Party\u003C\u002Fstrong>\u003C\u002Fth>\n\u003Cth>\u003Cstrong>What they do\u003C\u002Fstrong>\u003C\u002Fth>\n\u003Cth>\u003Cstrong>How they connect\u003C\u002Fstrong>\u003C\u002Fth>\n\u003C\u002Ftr>\n\u003C\u002Fthead>\n\u003Ctbody>\n\u003Ctr>\n\u003Ctd>\u003Ca href=\"https:\u002F\u002Fadscompass.com\u002Fadvertisers\">Advertiser\u003C\u002Fa>\u003C\u002Ftd>\n\u003Ctd>Buys traffic, sets bids and targeting\u003C\u002Ftd>\n\u003Ctd>Self-serve account, or through a manager at volume\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>\u003Ca href=\"https:\u002F\u002Fadscompass.com\u002Fpublishers\">Publisher\u003C\u002Fa>\u003C\u002Ftd>\n\u003Ctd>Monetises their own sites\u003C\u002Ftd>\n\u003Ctd>Separate self-serve account\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>The network\u003C\u002Ftd>\n\u003Ctd>Runs the auction, moderates ads, screens traffic, settles payments\u003C\u002Ftd>\n\u003Ctd>-\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Other networks, SSPs, DSPs\u003C\u002Ftd>\n\u003Ctd>Add supply or demand to the same auction\u003C\u002Ftd>\n\u003Ctd>RTB integration through a manager\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003C\u002Ftbody>\n\u003C\u002Ftable>\n\u003Cp>Advertiser and publisher accounts are separate systems with separate dashboards and separate documentation. Anyone buying and selling traffic at the same time registers twice, and the two balances never meet.\u003C\u002Fp>\n\u003Cp>The fourth row matters more than it looks. AdsCompass connects other networks over oRTB, XML feed and JSON feed as a declared part of the model, so the inventory an advertiser bids on includes supply arriving through partner platforms, not only sites that registered directly.\u003C\u002Fp>\n\u003Ch2 id=\"where-your-money-goes-when-you-buy-traffic-through-an-ad-network\">\u003Cstrong>Where Your Money Goes When You Buy Traffic Through an Ad Network\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>The advertiser's bid is the price of one click or one thousand impressions, the publisher receives a share of that bid, and the network keeps the difference. There is no fixed commission percentage anywhere in this model, because the bid itself changes with every auction.\u003C\u002Fp>\n\u003Cp>The auction type decides what a winning bid costs. In a second-price auction the winner is charged the runner-up's bid plus a small increment, so bidding above the market does not, by itself, raise what you pay. In a first-price auction the bid is the price: win, and the full amount entered is what leaves the balance. AdsCompass runs first-price on \u003Ca href=\"https:\u002F\u002Fiabtechlab.com\u002Fstandards\u002Fopenrtb\u002F\">OpenRTB\u003C\u002Fa>, and advertisers who scale successfully here tend to raise bids in small increments and watch the win rate move before the next step.\u003C\u002Fp>\n\u003Cp>Part of what an advertiser spends can come back. On AdsCompass the balance receives cashback starting at 1% of spend and rising with turnover, credited to the account rather than paid out, so it funds the next campaign instead of the bank.\u003C\u002Fp>\n\u003Cp>There is no fixed price for traffic either. What you pay depends on what other advertisers are bidding for the same audience at that moment, on the GEO, on the device mix of the site and on the format - a \u003Ca href=\"https:\u002F\u002Fadscompass.com\u002Fblog\u002Fpush-ad-campaigns-on-adscompass-bids-targeting-and-cost-control\">push ad \u003C\u002Fa> click in Indonesia and a push click in Germany are two different markets with two different prices..\u003C\u002Fp>\n\u003Ch2 id=\"what-it-costs-to-start\">\u003Cstrong>What It Costs to Start\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>Entry cost on a self-serve network is a deposit plus a bid above the format's floor. On AdsCompass the deposit is $50, and it lands on a balance the campaigns spend from: the full amount buys traffic, and whatever a campaign leaves unspent stays there for the next one.\u003C\u002Fp>\n\u003Cp>\u003Cimg src=\"https:\u002F\u002Fimagenymoda.com\u002F01a10c5f-79f3-7050-90f7-1bfcc9ffcab5.webp\" alt=\"ad network cpc bid\">\u003C\u002Fp>\n\u003Cp>That balance covers enough clicks on cheap inventory to see whether a creative holds attention. Floors differ by format and come in two units - Pop, Push and In-Page Push run exclusively on CPC for self-serve users, while the other five formats are priced on CPM - and each floor marks where the bidding opens.\u003C\u002Fp>\n\u003Ctable>\n\u003Cthead>\n\u003Ctr>\n\u003Cth>\u003Cstrong>Format\u003C\u002Fstrong>\u003C\u002Fth>\n\u003Cth>\u003Cstrong>Model\u003C\u002Fstrong>\u003C\u002Fth>\n\u003Cth>\u003Cstrong>Minimum bid\u003C\u002Fstrong>\u003C\u002Fth>\n\u003C\u002Ftr>\n\u003C\u002Fthead>\n\u003Ctbody>\n\u003Ctr>\n\u003Ctd>Pop \u002F Popunder\u003C\u002Ftd>\n\u003Ctd>CPC\u003C\u002Ftd>\n\u003Ctd>$0.0003\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>In-Page Push\u003C\u002Ftd>\n\u003Ctd>CPC\u003C\u002Ftd>\n\u003Ctd>$0.0008\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Push\u003C\u002Ftd>\n\u003Ctd>CPC\u003C\u002Ftd>\n\u003Ctd>$0.001\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Banner\u003C\u002Ftd>\n\u003Ctd>CPM\u003C\u002Ftd>\n\u003Ctd>$0.001\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Telegram Rewarded Post\u003C\u002Ftd>\n\u003Ctd>CPM\u003C\u002Ftd>\n\u003Ctd>$0.01\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Native\u003C\u002Ftd>\n\u003Ctd>CPM\u003C\u002Ftd>\n\u003Ctd>$0.1\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Video Pre-Roll\u003C\u002Ftd>\n\u003Ctd>CPM\u003C\u002Ftd>\n\u003Ctd>$0.1\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Telegram Rewarded Video\u003C\u002Ftd>\n\u003Ctd>CPM\u003C\u002Ftd>\n\u003Ctd>$0.1\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003C\u002Ftbody>\n\u003C\u002Ftable>\n\u003Cp>A floor is not a market price. Bidding the minimum on Pop launches a campaign that wins only the impressions nobody else wanted. Most networks publish average bids somewhere before you fund an account - here that is the Traffic Calculator, which shows average bids by GEO and format from completed auctions and opens after \u003Ca href=\"https:\u002F\u002Fadscompass.com\u002Fsign-up\">free registration\u003C\u002Fa>, with no deposit required. Daily budgets, spend pacing and test sizing are set in the campaign itself; the advertiser basics page walks through them.\u003C\u002Fp>\n\u003Cp>\u003Cimg src=\"https:\u002F\u002Fimagenymoda.com\u002F01a10c60-7307-76d7-825a-666c7c755006.webp\" alt=\"ad network average bids\">\u003C\u002Fp>\n\u003Ch2 id=\"which-ad-formats-a-network-sells-and-which-ones-publishers-can-monetise\">\u003Cstrong>Which Ad Formats a Network Sells, and Which Ones Publishers Can Monetise\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>A network rarely offers the same format list to both sides, because some inventory is bought from a channel the network does not resell. \u003Ca href=\"https:\u002F\u002Fadscompass.com\u002F\">AdsCompass\u003C\u002Fa> sells eight formats to advertisers and lets publishers monetise six.\u003C\u002Fp>\n\u003Cp>\u003Cimg src=\"https:\u002F\u002Fimagenymoda.com\u002F01a10c61-1e4a-7080-a8d5-308350f007f4.webp\" alt=\"ad network ad formats\">\u003C\u002Fp>\n\u003Cp>Format choice decides more than how the ad looks. It sets the pricing model, the floor price, the volume available and the moment the user is reached: a Pop opens a full screen of attention, \u003Ca href=\"https:\u002F\u002Fadscompass.com\u002Fblog\u002Fpush-traffic\">push traffic \u003C\u002Fa> arrives with the user's prior consent, a Native unit meets someone already reading on the topic. Each suits a different offer, which is why testing two formats with the same creative is usually more informative than testing two creatives on one.\u003C\u002Fp>\n\u003Ctable>\n\u003Cthead>\n\u003Ctr>\n\u003Cth>\u003Cstrong>Format\u003C\u002Fstrong>\u003C\u002Fth>\n\u003Cth>\u003Cstrong>What the user sees\u003C\u002Fstrong>\u003C\u002Fth>\n\u003Cth>\u003Cstrong>Advertiser buys\u003C\u002Fstrong>\u003C\u002Fth>\n\u003Cth>\u003Cstrong>Publisher monetized\u003C\u002Fstrong>\u003C\u002Fth>\n\u003C\u002Ftr>\n\u003C\u002Fthead>\n\u003Ctbody>\n\u003Ctr>\n\u003Ctd>Push\u003C\u002Ftd>\n\u003Ctd>A browser notification, delivered after the user subscribes to the site\u003C\u002Ftd>\n\u003Ctd>Yes\u003C\u002Ftd>\n\u003Ctd>Yes\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>In-Page Push\u003C\u002Ftd>\n\u003Ctd>A notification-styled block rendered inside the page, with no subscription needed\u003C\u002Ftd>\n\u003Ctd>Yes\u003C\u002Ftd>\n\u003Ctd>Yes\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Native\u003C\u002Ftd>\n\u003Ctd>An image-and-headline unit styled to match the surrounding content\u003C\u002Ftd>\n\u003Ctd>Yes\u003C\u002Ftd>\n\u003Ctd>Yes\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Pop \u002F Popunder\u003C\u002Ftd>\n\u003Ctd>A new tab or window opening behind or in front of the page after a click\u003C\u002Ftd>\n\u003Ctd>Yes\u003C\u002Ftd>\n\u003Ctd>Yes\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Banner\u003C\u002Ftd>\n\u003Ctd>A fixed image unit in a reserved position of the page layout\u003C\u002Ftd>\n\u003Ctd>Yes\u003C\u002Ftd>\n\u003Ctd>Yes\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Video Pre-Roll\u003C\u002Ftd>\n\u003Ctd>A video ad playing before the content the user came for\u003C\u002Ftd>\n\u003Ctd>Yes\u003C\u002Ftd>\n\u003Ctd>Yes\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Telegram Rewarded Post\u003C\u002Ftd>\n\u003Ctd>A Telegram post inside a Mini App, rewarded on interaction\u003C\u002Ftd>\n\u003Ctd>Yes\u003C\u002Ftd>\n\u003Ctd>No\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Telegram Rewarded Video\u003C\u002Ftd>\n\u003Ctd>A short video inside a Telegram Mini App, rewarded on completion\u003C\u002Ftd>\n\u003Ctd>Yes\u003C\u002Ftd>\n\u003Ctd>No\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003C\u002Ftbody>\n\u003C\u002Ftable>\n\u003Cp>Video inventory is delivered to players with \u003Ca href=\"https:\u002F\u002Fwww.iab.com\u002Fguidelines\u002Fvast\u002F\">VAST\u003C\u002Fa>, the XML template that tells a player where to fetch the ad and how to report on it, so a video creative built once runs across compliant players anywhere.\u003C\u002Fp>\n\u003Cp>The two Telegram formats were added in February 2025 and place ads inside Telegram Mini Apps. They are buy-side only: a publisher with a Telegram audience cannot monetise it through the publisher account at all, and that is a real limitation of the current setup.\u003C\u002Fp>\n\u003Ch2 id=\"how-ad-review-works-and-what-gets-rejected\">\u003Cstrong>How Ad Review Works and What Gets Rejected\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>Every campaign is reviewed before it can enter the auction, because the network is liable for what appears on its publishers' sites. Review on AdsCompass usually finishes in about ten minutes. Adult and iGaming campaigns are allowed with restrictions; violence, weapons and drugs are refused.\u003C\u002Fp>\n\u003Cp>Rejections cluster into three causes: a breach of a specific clause in the \u003Ca href=\"https:\u002F\u002Fadscompass.com\u002Fterms-and-conditions\">terms and conditions\u003C\u002Fa>, a campaign link that does not resolve, and a destination URL carrying a large number of \u003Ca href=\"https:\u002F\u002Fwww.virustotal.com\u002F\">VirusTotal\u003C\u002Fa> detections. The third catches people who did nothing wrong themselves - a domain bought with history, or a tracker domain on shared infrastructure, inherits someone else's detections.\u003C\u002Fp>\n\u003Cp>\u003Cimg src=\"https:\u002F\u002Fimagenymoda.com\u002F01a10c62-5672-72f4-ac35-c9ca529ae244.webp\" alt=\"ad network moderation rejected\">\u003C\u002Fp>\n\u003Ch2 id=\"how-a-network-decides-which-ad-to-show\">\u003Cstrong>How a Network Decides Which Ad to Show\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>A network matches each bid request against the campaigns in its system and auctions the impression among those that fit, so the winning ad is the highest bid from a campaign whose targeting matches that exact user.\u003C\u002Fp>\n\u003Ch3 id=\"the-targeting-filters-that-decide-the-match\">\u003Cstrong>The targeting filters that decide the match\u003C\u002Fstrong>\u003C\u002Fh3>\n\u003Cp>Nine filters decide whether a campaign is eligible for a given impression on AdsCompass, and two of them are uncommon on self-serve platforms - IPv6 address exclusion and proxy connection exclusion, both of which cut a share of automated traffic before it reaches a budget.\u003C\u002Fp>\n\u003Cul>\n\u003Cli>GEO - 200+ countries, plus city-level targeting\u003C\u002Fli>\n\u003Cli>Device, OS and OS version\u003C\u002Fli>\n\u003Cli>Browser and browser version\u003C\u002Fli>\n\u003Cli>ISP or mobile carrier\u003C\u002Fli>\n\u003Cli>Browser language\u003C\u002Fli>\n\u003Cli>Connection type\u003C\u002Fli>\n\u003Cli>Retargeting audiences\u003C\u002Fli>\n\u003Cli>IPv6 address exclusion\u003C\u002Fli>\n\u003Cli>Proxy connection exclusion\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch3 id=\"how-the-supply-is-screened-before-the-auction\">\u003Cstrong>How the supply is screened before the auction\u003C\u002Fstrong>\u003C\u002Fh3>\n\u003Cp>Every bid request reaching the auction comes from inventory that has already cleared two checks: individual premoderation of the publisher site before it is allowed to serve, and an antifraud layer that filters automated traffic out of the reporting continuously. Publishers reinforce this from their side with \u003Ca href=\"https:\u002F\u002Fiabtechlab.com\u002Fads-txt\u002F\">ads.txt\u003C\u002Fa> and sellers with \u003Ca href=\"https:\u002F\u002Fiabtechlab.com\u002Fsellers-json\u002F\">sellers.json\u003C\u002Fa>, the two files buyers use to verify that a seller is authorised to sell the inventory it is offering.\u003C\u002Fp>\n\u003Ch3 id=\"what-an-advertiser-gets-to-optimise-with\">\u003Cstrong>What an advertiser gets to optimise with\u003C\u002Fstrong>\u003C\u002Fh3>\n\u003Cp>Optimisation on this platform is manual, with no automatic conversion-goal bidding to reallocate budget for you - the clearest weakness against networks that ship one. The main tool is Source ID bidding, also called micro bidding: separate bid rules for individual source IDs, so the bid rises where conversion rate holds up and falls where click-through rate collapses, without pausing the campaign. Alongside it sit black and white lists on IP, ISP and source ID, a frequency cap per unique IP per day, dayparting with an explicit timezone, and a spend mode that runs evenly across 24 hours or as fast as the auction allows.\u003C\u002Fp>\n\u003Cp>All of it depends on the source ID reaching your tracker. Conversions come back by S2S postback, and the available macros are campaign ID, creative ID, price, IP, source ID, user agent and click ID. Leave source ID out and the tracker will report that a campaign converted without saying which placements did.\u003C\u002Fp>\n\u003Ch2 id=\"how-much-traffic-sits-behind-a-network\">\u003Cstrong>How Much Traffic Sits Behind a Network\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>Network scale is counted in bid requests, not in visitors, and AdsCompass processes roughly 30 billion of them a day, serving about 900 million impressions and around 30 million clicks. Those figures are company estimates and have not been audited.\u003C\u002Fp>\n\u003Cp>They describe a consistent funnel. Thirty billion requests producing 900 million impressions is a bid-to-impression ratio near 3% - often loosely called fill rate, though fill rate is normally measured against a publisher's own ad requests, not an exchange's outbound bid requests, so the two are not comparable. A ratio in that range is ordinary, because most bid requests arrive with no matching campaign and go unanswered.\u003C\u002Fp>\n\u003Cp>Read the implied 3.3% click-through rate carefully. \u003Ca href=\"https:\u002F\u002Fadscompass.com\u002Fblog\u002Fpopunder-traffic\">Popunder traffic \u003C\u002Fa> dominates the mix, and a Pop "click" is an opened tab rather than a deliberate tap, so the blended figure sits far above what a push or banner campaign shows in reporting.\u003C\u002Fp>\n\u003Ch2 id=\"what-a-publisher-connects-and-how-the-money-comes-back\">\u003Cstrong>What a Publisher Connects, and How the Money Comes Back\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>A publisher connects by placing network code on a site and passing moderation, after which the inventory enters the same auction the advertisers bid into. The code takes one of three forms - a JavaScript tag, a direct link or a widget - and an open API with a personal token exposes the reporting programmatically.\u003C\u002Fp>\n\u003Cp>Approval is individual. Sites are reviewed one by one and no visitor threshold is published, so a small site is judged on what its traffic is.\u003C\u002Fp>\n\u003Cp>Money comes back on the schedule attached to the connection type: RTB publishers on Net30 counted from the invoice date, direct publishers on request from $50, which is also the minimum withdrawal. The \u003Ca href=\"https:\u002F\u002Fadscompass.com\u002Fpublishers\">publisher section\u003C\u002Fa> lists the payment platforms.\u003C\u002Fp>\n\u003Ch2 id=\"how-an-ad-network-differs-from-an-ad-exchange-a-dsp-an-ssp-an-ad-server-and-an-affiliate-network\">\u003Cstrong>How an Ad Network Differs From an Ad Exchange, a DSP, an SSP, an Ad Server and an Affiliate Network\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>An ad network aggregates inventory and resells it; the other five entities each own a different job in the same chain, and the labels are used interchangeably by people who mean different things.\u003C\u002Fp>\n\u003Ctable>\n\u003Cthead>\n\u003Ctr>\n\u003Cth>\u003Cstrong>Entity\u003C\u002Fstrong>\u003C\u002Fth>\n\u003Cth>\u003Cstrong>Whose side it is on\u003C\u002Fstrong>\u003C\u002Fth>\n\u003Cth>\u003Cstrong>What it actually is\u003C\u002Fstrong>\u003C\u002Fth>\n\u003C\u002Ftr>\n\u003C\u002Fthead>\n\u003Ctbody>\n\u003Ctr>\n\u003Ctd>Ad network\u003C\u002Ftd>\n\u003Ctd>Both, as the middleman\u003C\u002Ftd>\n\u003Ctd>Aggregates supply, resells it to demand\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Ad exchange\u003C\u002Ftd>\n\u003Ctd>Neutral\u003C\u002Ftd>\n\u003Ctd>The auction venue itself\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>DSP\u003C\u002Ftd>\n\u003Ctd>Demand\u003C\u002Ftd>\n\u003Ctd>The advertiser's buying console\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>SSP\u003C\u002Ftd>\n\u003Ctd>Supply\u003C\u002Ftd>\n\u003Ctd>The publisher's selling console\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Ad server\u003C\u002Ftd>\n\u003Ctd>Either\u003C\u002Ftd>\n\u003Ctd>The system that stores creatives and delivers them\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Affiliate network\u003C\u002Ftd>\n\u003Ctd>Both, on a CPA basis\u003C\u002Ftd>\n\u003Ctd>Connects offers to partners, paying per completed action\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003C\u002Ftbody>\n\u003C\u002Ftable>\n\u003Cp>\u003Cstrong>An ad network\u003C\u002Fstrong> owns the marketplace it operates. It decides which formats exist, what the bid floors are, which advertisers are admitted and how publisher supply is screened, then resells that supply packaged by targeting criteria.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>An ad exchange\u003C\u002Fstrong> is the marketplace where impressions are auctioned between many buyers and sellers at once. It does not own inventory or represent either side; it matches bids to bid requests and enforces the auction rules.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>A DSP\u003C\u002Fstrong> - demand-side platform - is the interface an advertiser uses to buy across multiple sources of supply, holding the targeting, budgets and bidding logic on the buyer's side.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>An SSP\u003C\u002Fstrong> - supply-side platform - is the mirror image on the publisher's side, connecting inventory to multiple sources of demand and maximising the price each impression receives.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>An ad server\u003C\u002Fstrong> is the system that stores creatives, decides which one to deliver against a booked line item, and counts the impressions and clicks. Networks, exchanges and publishers all run one.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>An affiliate network\u003C\u002Fstrong> connects offers to partners who are paid per completed action - a sale, a deposit, a registration. It sells outcomes; an ad network sells traffic priced per click or per thousand impressions.\u003C\u002Fp>\n\u003Ch3 id=\"ad-network-vs-affiliate-network\">\u003Cstrong>Ad network vs affiliate network\u003C\u002Fstrong>\u003C\u002Fh3>\n\u003Cp>The affiliate network is the one most often confused with an ad network, and the difference is what is being bought. An ad network sells impressions and clicks, and the risk of whether they convert stays with the advertiser. An affiliate network sells conversions, and the risk of whether traffic converts sits with the partner sending it.\u003C\u002Fp>\n\u003Cp>In practice the labels blur, and AdsCompass is a clean example of why: the underlying ADMY Platform contains an SSP, a DSP and the auction in one system, while the Ad Exchange entry lets external SSPs and DSPs connect over RTB. A publisher in the dashboard is using an SSP, an advertiser in the self-serve account is using a DSP, and the auction between them is an exchange.\u003C\u002Fp>\n\u003Ch2 id=\"what-an-ad-network-does-better-than-direct-deals-and-where-it-loses\">\u003Cstrong>What an Ad Network Does Better Than Direct Deals, and Where It Loses\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>An ad network wins on reach and on the cost of getting started, and loses control over exactly where the ads appear.\u003C\u002Fp>\n\u003Cp>What it does better:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>One integration and one balance covers 200+ countries; a direct deal covers one publisher.\u003C\u002Fli>\n\u003Cli>Entry is a deposit of tens of dollars; a direct deal starts with a signed insertion order and a minimum commitment.\u003C\u002Fli>\n\u003Cli>Pricing is set by auction each time, so it tracks demand instead of a rate card negotiated last quarter.\u003C\u002Fli>\n\u003Cli>Targeting, frequency capping and scheduling are set by the buyer, not agreed in advance with the site.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Where it loses:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>On blind supply, placements are identified by ID, so you optimise on identifiers and never see a list of site names.\u003C\u002Fli>\n\u003Cli>Traffic quality varies between sources, and the blacklists exist because you will need them.\u003C\u002Fli>\n\u003Cli>Automatic conversion-goal bidding is not universal - on this platform it does not exist.\u003C\u002Fli>\n\u003Cli>Publisher payouts on RTB terms are slower than the direct payouts a large site would negotiate for itself.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Ch2 id=\"adscompass-in-numbers\">\u003Cstrong>AdsCompass in Numbers\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Ctable>\n\u003Cthead>\n\u003Ctr>\n\u003Cth>\u003Cstrong>Parameter\u003C\u002Fstrong>\u003C\u002Fth>\n\u003Cth>\u003Cstrong>Value\u003C\u002Fstrong>\u003C\u002Fth>\n\u003C\u002Ftr>\n\u003C\u002Fthead>\n\u003Ctbody>\n\u003Ctr>\n\u003Ctd>Platform launched\u003C\u002Ftd>\n\u003Ctd>2013\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Auction type\u003C\u002Ftd>\n\u003Ctd>First-price, OpenRTB\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Minimum deposit\u003C\u002Ftd>\n\u003Ctd>$50\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Lowest minimum bid\u003C\u002Ftd>\n\u003Ctd>$0.0003 CPC (Pop)\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Formats\u003C\u002Ftd>\n\u003Ctd>8 for advertisers, 6 for publishers\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Pricing models on self-serve\u003C\u002Ftd>\n\u003Ctd>CPC on Pop, Push, In-Page; CPM on the other five\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Moderation time\u003C\u002Ftd>\n\u003Ctd>About 10 minutes\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>GEO coverage\u003C\u002Ftd>\n\u003Ctd>200+ countries\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Advertiser cashback\u003C\u002Ftd>\n\u003Ctd>From 1% of spend, rising with turnover\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Minimum publisher withdrawal\u003C\u002Ftd>\n\u003Ctd>$50\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003Ctr>\n\u003Ctd>Publisher payout terms\u003C\u002Ftd>\n\u003Ctd>Net30 from invoice date (RTB); on request from $50 (direct)\u003C\u002Ftd>\n\u003C\u002Ftr>\n\u003C\u002Ftbody>\n\u003C\u002Ftable>\n",[56,60,64,68,72,76,80,84,88,92,96,112,116,120,128,132],{"title":57,"anchor":58,"children":59},"Why Ad Networks Exist: The Four Problems They Solve","why-ad-networks-exist-the-four-problems-they-solve",[],{"title":61,"anchor":62,"children":63},"What Real-Time Bidding Changed","what-real-time-bidding-changed",[],{"title":65,"anchor":66,"children":67},"What Happens Between a Page Opening and an Ad Appearing","what-happens-between-a-page-opening-and-an-ad-appearing",[],{"title":69,"anchor":70,"children":71},"Types of Ad Networks and Where This One Sits","types-of-ad-networks-and-where-this-one-sits",[],{"title":73,"anchor":74,"children":75},"How Advertisers Pay: CPC, CPM and the Models Around Them","how-advertisers-pay-cpc-cpm-and-the-models-around-them",[],{"title":77,"anchor":78,"children":79},"The Four Parties in an Ad Network and What Each One Does","the-four-parties-in-an-ad-network-and-what-each-one-does",[],{"title":81,"anchor":82,"children":83},"Where Your Money Goes When You Buy Traffic Through an Ad Network","where-your-money-goes-when-you-buy-traffic-through-an-ad-network",[],{"title":85,"anchor":86,"children":87},"What It Costs to Start","what-it-costs-to-start",[],{"title":89,"anchor":90,"children":91},"Which Ad Formats a Network Sells, and Which Ones Publishers Can Monetise","which-ad-formats-a-network-sells-and-which-ones-publishers-can-monetise",[],{"title":93,"anchor":94,"children":95},"How Ad Review Works and What Gets Rejected","how-ad-review-works-and-what-gets-rejected",[],{"title":97,"anchor":98,"children":99},"How a Network Decides Which Ad to Show","how-a-network-decides-which-ad-to-show",[100,104,108],{"title":101,"anchor":102,"children":103},"The targeting filters that decide the match","the-targeting-filters-that-decide-the-match",[],{"title":105,"anchor":106,"children":107},"How the supply is screened before the auction","how-the-supply-is-screened-before-the-auction",[],{"title":109,"anchor":110,"children":111},"What an advertiser gets to optimise with","what-an-advertiser-gets-to-optimise-with",[],{"title":113,"anchor":114,"children":115},"How Much Traffic Sits Behind a Network","how-much-traffic-sits-behind-a-network",[],{"title":117,"anchor":118,"children":119},"What a Publisher Connects, and How the Money Comes Back","what-a-publisher-connects-and-how-the-money-comes-back",[],{"title":121,"anchor":122,"children":123},"How an Ad Network Differs From an Ad Exchange, a DSP, an SSP, an Ad Server and an Affiliate Network","how-an-ad-network-differs-from-an-ad-exchange-a-dsp-an-ssp-an-ad-server-and-an-affiliate-network",[124],{"title":125,"anchor":126,"children":127},"Ad network vs affiliate network","ad-network-vs-affiliate-network",[],{"title":129,"anchor":130,"children":131},"What an Ad Network Does Better Than Direct Deals, and Where It Loses","what-an-ad-network-does-better-than-direct-deals-and-where-it-loses",[],{"title":133,"anchor":134,"children":135},"AdsCompass in Numbers","adscompass-in-numbers",[],[137,149,161],{"id":138,"slug":139,"author_id":9,"title":140,"hero_text":141,"hero_image":142,"hero_image_alt":143,"description":19,"seo_details":144,"created_at":147,"updated_at":148},5,"push-traffic","Push Traffic : What It Is and How It Works","Push traffic is advertising delivered as browser notifications: a site collects consent, an ad network pools these subscriptions, and advertisers bid pay-per-click to message that database. Classic push arrives as a system notification well after you've left the originating site; in-page push fires inside a webpage, letting networks reach iOS users too. Both are bought mostly by affiliates and convert best on one- or two-step offers - adult and iGaming dominate demand on AdsCompass, alongside sweepstakes, dating and mobile utilities. Count the steps from click to payable action: past three, you're paying for intent an icon and headline can't create.","https:\u002F\u002Fimagenymoda.com\u002F01a0e8ac-991b-7f25-b71a-fce856fc8668.webp","Push Traffic",{"title":145,"description":146},"What Is Push Traffic? Formats, Bids and Mobile Reach","Push traffic explained: what it costs per click, why there is no rate card, how in-page reaches iPhones and what gets a campaign rejected.\n","2026-09-28T15:39:55Z","2026-10-06T14:56:07Z",{"id":150,"slug":151,"author_id":9,"title":152,"hero_text":153,"hero_image":154,"hero_image_alt":155,"description":19,"seo_details":156,"created_at":159,"updated_at":160},4,"popunder-traffic","Popunder Traffic Setup: Targeting, Bids and Optimization That Convert","Popunder traffic is a full advertiser page that opens in a tab behind the one the user is viewing, triggered by their own click on the publisher's website. It converts on four settings, applied in order: one GEO and one vertical to target, a bid above the auction average, a limit of one impression per user per day, and a source blacklist built once conversion data arrives. AdsCompass sells pop on CPC across 200+ countries, alongside push, in-page, banner, native, video and Telegram formats, at around 900 million impressions a day, with adult content and iGaming permitted.\n","https:\u002F\u002Fimagenymoda.com\u002F01a0d3a7-5687-73cb-9b75-b2ed4960c6bf.webp","Popunder traffic",{"title":157,"description":158},"Popunder Traffic - How to Buy It and Make It Convert ","Where to buy popunder traffic, what CPM to expect, and how to set targeting, bids and creatives so campaigns turn cheap clicks into conversions.","2026-09-24T13:41:51Z","2026-10-06T14:55:46Z",{"id":162,"slug":163,"author_id":9,"title":164,"hero_text":165,"hero_image":166,"hero_image_alt":167,"description":19,"seo_details":168,"created_at":171,"updated_at":172},3,"buy-adult-traffic","Buy Adult Traffic - Prices, Formats and How to Launch","Buy adult traffic on AdsCompass from a $50 deposit on any payment rail, across six self-serve formats, with campaigns live once moderation clears. AdsCompass is an ad network and RTB exchange, running since 2013 across 200+ GEOs.\nThe price comes out of the auction, not a rate card: the Traffic Calculator shows current bids by GEO and format before you purchase adult traffic or deposit anything. Popunder, push, in-page push, native, banner and video pre-roll are all open to advertisers, with Source ID bidding to price each source separately.\n","https:\u002F\u002Fimagenymoda.com\u002F01a0c829-07eb-7c8f-b43c-dc0b3c15d326.webp"," on AdsCompass from a $50 deposit on any payment rail, across six self-serve formats, with ",{"title":169,"description":170},"Buy Adult Traffic on AdsCompass - Ad Network from $50","Buy adult traffic from $50 on any payment rail. Six self-serve formats, per-source bidding, moderation in about 10 minutes, and average CPC by GEO before you deposit.","2026-09-22T08:09:17Z","2026-10-06T14:55:14Z"]