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11. B2B Online Advertising > Getting to Know the Big Ad Networks
Getting to Know the Big Ad Networks
When you want to place an online ad, chances are you’ll be dealing with one of the major online advertising networks. These networks will take your ad and place it with their network of affiliated websites. Most networks also offer assistance in ad creation if you need that.
Who are the big players? Table 11.2 details the major online ad networks working today.2
2. comScore Media Metrix, June 2011
Table 11.2. Top Ten Online Advertising Networks
Google’s ad network consists of two parts. AdWords handles all the PPC ads, whereas DoubleClick (purchased by Google in 2007) handles all the display advertising.
Most of these ad networks work in a similar fashion. You create or submit your ad and decide on the payment model you want—typically CPM or CPC. You settle on a budget and either choose a list of keywords for your ads or desired website demographics. In some instances, you can choose the specific sites where you want your ads displayed.