Vertical Ad Networks Vs. Horizontal Ad Networks; Which Is For You?

There is much controversy over which is better advertising, vertical ad networks or horizontal ad networks.  While each has its benefits and downsides, it is up to the advertiser and publisher to determine on their own.  But there are some distinctive qualities each type of network has to offer. When it comes to large ad networks, like horizontal ad networks, they do aggregate and sell the leftover publisher inventory.  What this does is provide a valuable revenue stream to many of the publishers and provide convenience for advertisers.  While this can and typically does benefit both publishers and advertisers, there are limitations to be aware of. When you work with a horizontal ad network, there is not the personal connection you will get with vertical ad networks.  Although personal connection is not the highest of priorities to everyone, it can make it easier to get exactly what you are looking for.  But most publishers are looking for convenience over a relationship. A vertical network consists entirely of sites within a specific category as oppose to a wide variety of sites from different categories.  Jared Lansky, President of AdBuySell suggests by focusing on a specific category, these networks can focus exclusively on one industry and create a list of highly desirable people across many strong publishers.  The result is many benefits for both the publishers and advertisers. You want to look at it from both the publisher’s perspective and the advertiser’s perspective.  From the publisher’s perspective, a larger horizontal ad network will provide the opportunity to monetize some of the unsold inventory.  However, a vertical network delivers complete inventory management, solid sales representation, strong ad ops and industry expertise.   “These vertical ad networks typically end up being true business partners to publishers by helping them with their web design, content development, and ad program development.” Says Jared Lansky.D On the advertiser’s end, a vertical network can cater to the specific needs with more expertise and intelligence.  An advertiser can get a scale and access many great publishers through one source with a vertical network.  A horizontal network will only provide a broad channel to choose from.  Also, the relationship will come as oppose to having to build the relationship with a horizontal network. While there are advantages to both networks, it is clear that you can benefit far more from working with a vertical ad network.  You will get far more expertise and intelligence while receiving the personal connection that every business and company dreams of.  But at the end of the day, it is up to you to make the final decision.