Glossary/Programmatic/Ad network
What is an ad network and how does it work?
How ad networks package inventory from many sites, how they differ from exchanges and SSPs, and what publishers should consider.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readAn ad network buys or aggregates ad inventory from many publishers and resells it to advertisers, often as packages by topic, audience or format.
Ad network vs ad exchange
| Ad network | Ad exchange | |
|---|---|---|
| Model | Buys and resells inventory | Marketplace where buyers and sellers meet |
| Pricing | Network sets packages and margin | Auction per impression |
| Transparency | Often limited | Higher |
When ad networks make sense
16 pages for publishers, with a checklist for data, programmatic and direct sales.
What publishers should check
Share of revenue
How much of the advertiser’s money reaches you.
Data use
Whether the network may use your reader data elsewhere.
Ad quality
How the network screens creatives.
CPM uplift at Stampen Media after activating first-party audiences with Samhub.
Frequently asked questions
Yes, especially for specialist and local inventory, though programmatic has taken much of their role.
Yes, it is a well-known example aimed at smaller sites.
Yes, if the network accepts your audiences, ideally ID-free.
An SSP sells your inventory in auctions. A network buys and resells it.
Related terms
The software publishers use to sell impressions.
The technology used to buy, sell and measure ads.
The software advertisers use to buy impressions.
The ad space a publisher has available to sell.
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