{"id":12036,"date":"2019-05-31T15:34:37","date_gmt":"2019-05-31T10:04:37","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=12036"},"modified":"2022-09-02T16:12:05","modified_gmt":"2022-09-02T10:42:05","slug":"run-of-network-for-publishers","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/run-of-network-for-publishers\/","title":{"rendered":"What Does Run of Network Mean for Publishers?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>Run of network campaigns allows advertisers to place their ads on the list of websites available on a specific <a href=\"https:\/\/www.adpushup.com\/blog\/the-best-ad-networks-for-publishers\/\">ad network<\/a>. Meaning that the ads can appear on any website partnered with the network. However, advertisers are not free to choose the inventory or site on the network.<\/p>\n\n\n\n<p>Run of network makes it hard for advertisers to target audience. However, it can be a good campaign idea for buyers looking to generate brand awareness and reach out to a varied set of audience.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/run-of-network-for-publishers\/#What_Does_RON_Mean_for_Publishers\" >What Does RON Mean for Publishers?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/run-of-network-for-publishers\/#Any_Other_Similar_Ad_Campaigns\" >Any Other Similar Ad Campaigns<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/run-of-network-for-publishers\/#Bottom_Line\" >Bottom Line<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_Does_RON_Mean_for_Publishers\"><\/span>What Does RON Mean for Publishers?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Google Ad Manager allows publishers to put their inventory for <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/support.google.com\/admanager\/answer\/2884033?hl=en\" target=\"_blank\">run of network targeting<\/a>. Also, the default settings of GAM is run of network. If we talk about the pros for publishers, it\u2019s easy to set up RON line items and hence less time-consuming. Next, it can provide a better fill rate to publishers looking to <a href=\"https:\/\/www.adpushup.com\/blog\/reduce-unfilled-impressions\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">monetize the unsold inventories<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" width=\"1600\" height=\"401\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/Run-of-Network-with-Google-Ad-Manager.png\" alt=\"Run of Network with Google Ad Manager\" class=\"wp-image-12037\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/Run-of-Network-with-Google-Ad-Manager.png 1600w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/Run-of-Network-with-Google-Ad-Manager-300x75.png 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/Run-of-Network-with-Google-Ad-Manager-1024x257.png 1024w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/Run-of-Network-with-Google-Ad-Manager-768x192.png 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/Run-of-Network-with-Google-Ad-Manager-1536x385.png 1536w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/05\/Run-of-Network-with-Google-Ad-Manager-150x38.png 150w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n\n\n<p>Coming to cons, run of network targeting is cheap on the advertiser&#8217;s side. Hence, publishers should also expect low earnings (pure economics of demand and supply). Also, it doesn\u2019t provide much control to publishers. They can\u2019t add frequency cap, creative rotation feature in unavailable, and can\u2019t setup ad unit targeting.<\/p>\n\n\n\n<p>Run of network ads can be helpful for new publishers to get started. But it is never recommended to put all of your ad units for RON. <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/increase-your-adsense-income-using-website-testing-optimization\/\" target=\"_blank\">Try ad testing<\/a> by segmenting your inventory and offering different targeting methods, one of which can include impressions going to RON.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Any_Other_Similar_Ad_Campaigns\"><\/span>Any Other Similar Ad Campaigns<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Apart from RON, publishers can also go for run of site (ROS) and run of channel (ROC) campaigns on their sites.<\/p>\n\n\n\n<p>Run of site allows advertisers to place creatives on a specific site (including all of its page and ad units). Advertisers trying to target a niche audience on a specific site (<a href=\"https:\/\/www.adpushup.com\/blog\/types-of-ad-targeting\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">contextual targeting<\/a>) go for run of site. <\/p>\n\n\n\n<p>For example, suppose you own a blogging site discussing travel facts and stories. Then chances are you will be approached by travel agencies asking you to place their ad creatives on your site. In such a case, you can offer run of site targeting. As you are providing a niche and relevant audience to agencies, chances are you can make a good profit with this deal.<\/p>\n\n\n\n<p>Next, run of channel or ROC. This gives advertisers access to put ads on multiple channels defined by a specific publisher. <\/p>\n\n\n\n<p>For instance, a publisher has an email newsletter, then advertiser running run of channel campaign can place creatives inside emails. And the users receiving the email newsletter will see these ads by advertisers.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Bottom_Line\"><\/span>Bottom Line<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Even with its pros and cons, run of network is still chosen by many publishers due to its ease of use and good fill rate. However, if you, a publisher, are equipped with a good ad ops team to manage different targeting scenarios, then feel free to experiment and offer other options to advertisers. Also, run of network is not necessarily a non-profitable deal. It can be used effectively by smart implementation (like using it to sell unfilled impressions).<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Run of network campaigns allows advertisers to place their ads on the list of websites available on a specific ad network. Meaning that the ads can appear on any website partnered with the network. However, advertisers are not free to choose the inventory or site on the network. Run of network makes it hard for<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":12167,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6440],"tags":[],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What Does Run of Network Mean for Publishers? 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