Editing Advertising network (section)

===Based on business strategy===
Online advertising networks can be divided into three groups based on how they work with advertisers and publishers:

# '''Vertical networks:''' They represent the publications in their portfolio, with full transparency for the advertiser about where their ads will run.<ref name=WEB_SHIFT>Clifford, S. (4-28-2008.). A Web Shift In the Way Advertisers Seek Clicks. New York Times, Retrieved 04/10/10 from LexisNexis database.</ref> They typically promote high-quality traffic at market prices and are heavily used by brand marketers. The economic model is generally revenue share. Vertical Networks offer ROS (Run-Of-Site) advertising across specific Channels (example: Auto or Travel) or they offer site-wide advertising options, in which case they operate in a similar fashion to Publisher Representation firms.
# '''Blind networks:''' These companies offer good pricing to direct marketers in exchange for those marketers relinquishing control over where their ads will run, though some networks offer a "site opt out" method. The network usually runs campaigns as [[Run of network|RON]] or [[Run of network|Run-Of-Network]]. Blind networks achieve their low pricing through large bulk buys of typically remnant inventory combined with [[conversion optimization]] and ad targeting technology.
# '''Targeted networks:''' Sometimes called "next generation" or "2.0" ad networks, these focus on specific targeting technologies such as behavioral or contextual, that have been built into an [[ad server]]. Targeted networks specialize in using consumer [[clickstream]] data to enhance the value of the inventory they purchase.<ref name="RISE_ADNET">{{cite web |url=http://www.slideshare.net/tinhanhvy/the-rise-of-ad-networks |title=The Rise of the Ad Networks: An In-Depth Look Into Ad Networks |last1=Khan |first1=Imran |last2=Weishaar |first2=Bridget |last3=Karasyov |first3=Vasily |last4=Polinsky |first4=Lev |last5=Boushelle |first5=Joseph |publisher=[[J.P. Morgan]] |date=2007-10-11 |access-date=2015-12-18}}</ref> Further specialized targeted networks include [[social graph]] technologies which attempt to enhance the value of inventory using connections in social networks.<ref>{{cite web |author=David Berkowitz |url=http://www.marketersstudio.com/2009/08/the-social-graph-ad-targeting-buyers-guide.html#axzz151ZHyNK0 |title=David Berkowitz's Marketing Blog: The Social Graph Ad Targeting Buyer's Guide |publisher=Marketers Studio |date=2009-08-11 |access-date=2014-04-30 |archive-url=https://web.archive.org/web/20140502003033/http://www.marketersstudio.com/2009/08/the-social-graph-ad-targeting-buyers-guide.html#axzz151ZHyNK0 |archive-date=2014-05-02 |url-status=dead }}</ref>