Online Ad Networks in India

An advertising network or Ad network, put simply, aggregates online advertising inventory from a variety of sites and provide a single solution for the advertisers.Komli claims that more than 50% of page views happen outside the top 20 sites and users spend more than 60% of their time outside the top 20 sites. These users can be reached at a fraction of cost through ad networks as compared to reaching them through top 20 sites.However Ad networks can also be used to reach large sites at lower cost 

Large publishers often sell only their remnant inventory through ad networks. Typical numbers range from 10% to 60% of total inventory being remnant and sold through advertising networks.Smaller publishers often sell all of their inventory through ad networks.

Typically there are 5 reasons to use a ad network

1. If you are looking at vertical targets, such as auto buyers, or women or sports enthusiasts
   
2. One-stop advertising on long-tail sites
   
3. Large amounts of exposure on short notice
   
4. Broad reach and heavy frequency beyond the reach of portals
   
5. You are looking for cheaper advertising

Currently all networks put together contribute around 15-20% of the total online display market. A large number of digital marketing companies also have there own ad networks in India. The major players in Indianadnetwork industry are:

1. Komli,
   
2. Tyroo
   
3. DGMIndia
   
4. Admagnet
   
5. Adchakra
   
6. Ozone
   
7. Tribalfusion
   
8. Networkplay
   
9. and the one with largest reach of them all Google Adwords

Besides a host of others like Guruji,sulekha,tonictag,rupizads,axill etc. However in India the issue is of predominantly convincing big advertisers of the value of Internet advertising itself rather than finding ad inventory since the number of small publishers are rising drastically with the growth of net but this economic slowdown might change things since this has meant that people are proactively selling Internet advertising to the companies rather than waiting for advertisers to come aboard and this will give rich rewards when the times improve.

Related read:

PWC estimates on Internet Advertising in India

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