Horizontal vs. Vertical Ad Networks

Written on 3:21 AM by VeeKarnik

What are ad networks?

A wiki search will tell that an ad network is a company that connects web sites, that want to host advertisements with advertisers to put up their ads.

Horizontal ad networks are built around serving advertisers seeking direct response (DR). These networks focus on reach and feedback technology. This works great for a DR campaign, it fails to add any value in branding campaigns as they do not engage the target audience.

On the other hand vertical ad networks specialize in a particular field. This means that being present on a relevant vertical ad network gives us access to high audience composition who were already present in an environment related to our advertisement/product/brand.

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