{"id":284,"date":"2026-01-10T10:03:46","date_gmt":"2026-01-10T10:03:46","guid":{"rendered":"https:\/\/gtaroads.com\/blog\/?p=284"},"modified":"2026-01-16T11:01:50","modified_gmt":"2026-01-16T11:01:50","slug":"how-to-choose-the-right-ad-network-a-checklist-for-advertisers-and-publishers","status":"publish","type":"post","link":"https:\/\/gtaroads.com\/blog\/how-to-choose-the-right-ad-network-a-checklist-for-advertisers-and-publishers\/","title":{"rendered":"How to Choose the Right Ad Network: A Checklist for Advertisers and Publishers"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The ad network market is huge: hundreds of networks promise \u201ctop-quality traffic\u201d and \u201cinsane ROI\u201d. But for both advertisers and publishers, the cost of a bad decision is high: wasted budget, fraudulent traffic, ruined UX, and reputation risks.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Below is a structured checklist that helps you choose an ad network without guessing. You can use it as a practical guide and simply go through it step by step.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">1. First Step: Be Clear About What You Need from an Ad Network<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before you even start checking specific networks, answer a few basic questions.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1.1 If You Are an Advertiser<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>What are your campaign goals?<\/strong>\n<ul class=\"wp-block-list\">\n<li>Brand awareness \/ reach<\/li>\n\n\n\n<li>Leads \/ registrations<\/li>\n\n\n\n<li>Purchases \/ deposits \/ subscriptions<\/li>\n\n\n\n<li>App or game installs<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Which geos are you targeting?<\/strong> (Tier 1 \/ Tier 2 \/ Tier 3, specific countries)<\/li>\n\n\n\n<li><strong>Which verticals?<\/strong> (finance, nutra, e-commerce, gambling, betting, gaming, utility, SaaS, etc.)<\/li>\n\n\n\n<li><strong>Which ad formats do you need?<\/strong>\n<ul class=\"wp-block-list\">\n<li>Display banners<\/li>\n\n\n\n<li>Native<\/li>\n\n\n\n<li>Pop \/ popunder<\/li>\n\n\n\n<li>Push<\/li>\n\n\n\n<li>In-app<\/li>\n\n\n\n<li>Video \/ rewarded video<\/li>\n\n\n\n<li>Interstitial and others<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>How much risk are you ready to take?<\/strong>\n<ul class=\"wp-block-list\">\n<li>CPM \/ CPC (more risk on your side)<\/li>\n\n\n\n<li>CPA \/ CPI \/ RevShare (more risk on the network\u2019s side)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">1.2 If You Are a Publisher<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Where does your traffic come from?<\/strong>\n<ul class=\"wp-block-list\">\n<li>Websites, blogs, media, forums, content projects<\/li>\n\n\n\n<li>Mobile apps and games<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Which ad formats are acceptable for your UX?<\/strong>\n<ul class=\"wp-block-list\">\n<li>Display and native vs. aggressive pops, interstitials, etc.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Which geos dominate your audience?<\/strong><\/li>\n\n\n\n<li><strong>What is your main priority?<\/strong>\n<ul class=\"wp-block-list\">\n<li>Maximizing eCPM<\/li>\n\n\n\n<li>Stable payouts<\/li>\n\n\n\n<li>Brand safety and \u201cclean\u201d ads<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Once you are clear on these points, you can start checking networks and immediately filter out those that don\u2019t match your case.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">2. Universal Checklist for Evaluating Any Ad Network<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/what-is-a-bid-request.jpg\" alt=\"\" class=\"wp-image-286\" style=\"width:773px;height:auto\" srcset=\"https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/what-is-a-bid-request.jpg 800w, https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/what-is-a-bid-request-300x169.jpg 300w, https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/what-is-a-bid-request-768x432.jpg 768w, https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/what-is-a-bid-request-370x208.jpg 370w, https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/what-is-a-bid-request-760x428.jpg 760w, https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/what-is-a-bid-request-270x152.jpg 270w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">These are core criteria that matter for both advertisers and publishers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2.1 Reputation and Transparency<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Are there real reviews and mentions (forums, chats, social media, case studies)?<\/li>\n\n\n\n<li>How long has the network been on the market?<\/li>\n\n\n\n<li>Is there a public team, social media presence, conference talks?<\/li>\n\n\n\n<li>Are legal details, contracts, and contact information clear and accessible?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Red flags:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>No reviews or mentions at all.<\/li>\n\n\n\n<li>Completely anonymous team and legal entity.<\/li>\n\n\n\n<li>Unrealistic promises like \u201cX10 ROI in 3 days\u201d with no real examples.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">2.2 Verticals, Formats, and Geos<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Make sure the network actually fits your use case.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Does it work with your verticals? (Some networks forbid gambling, adult, crypto, etc.)<\/li>\n\n\n\n<li>Are the formats you need available: display, native, video, in-app, push, popunder, social, search, etc.?<\/li>\n\n\n\n<li>Are your target geos available and is there enough volume for them?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re an advertiser, ask for a <strong>traffic breakdown by formats and geos<\/strong> (for example: 40% mobile Android Tier 1, 30% iOS, etc.).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2.3 Traffic Quality and Anti-Fraud<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This is critical for advertisers and still important for publishers (you don\u2019t want to be associated with bot traffic).<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Which anti-fraud solutions do they use?\n<ul class=\"wp-block-list\">\n<li>In-house systems plus external tools (FraudScore, AppsFlyer Protect360, Adjust Protect, etc.)<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Do they filter:\n<ul class=\"wp-block-list\">\n<li>bots, proxies, data center traffic;<\/li>\n\n\n\n<li>incentivized traffic (if you don\u2019t want it)?<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Are they ready to provide a test volume that you can check via your tracker \/ MMP?<\/li>\n\n\n\n<li>Do you get transparent reports by source (site ID \/ placement ID, sub-ID, etc.)?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>If a network avoids transparency and proper testing, treat it as a serious warning sign.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2.4 Pricing Models and Finance<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">For Advertisers<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Which pricing models are available: CPM, CPC, CPI, CPA, CPS, RevShare?<\/li>\n\n\n\n<li>Can they combine models (hybrids)?<\/li>\n\n\n\n<li>Is there a minimum budget to start a campaign?<\/li>\n\n\n\n<li>Do they offer post-payment or only 100% prepayment?<\/li>\n\n\n\n<li>Which currencies and payment methods are supported (card, wire, crypto, etc.)?<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">For Publishers<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Which payout models are used: RevShare, eCPM floor, fixed CPA?<\/li>\n\n\n\n<li>What\u2019s the minimum payout and how often do they pay (Net 7 \/ Net 15 \/ Net 30)?<\/li>\n\n\n\n<li>Which payment methods are available: PayPal, bank transfer, Payoneer, etc.?<\/li>\n\n\n\n<li>Do they use a hold (retaining part of the revenue until traffic is verified)?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Compare several networks not only by promised eCPM or rates, but also by real payout terms and stability.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2.5 Technology, Integration, and Reporting<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A good network is not just \u201cwe send traffic\u201d. It also means useful tools and data.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Is there a dashboard with:\n<ul class=\"wp-block-list\">\n<li>real-time or near real-time stats;<\/li>\n\n\n\n<li>breakdown by geos, formats, devices, sources?<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Do they provide an <strong>API<\/strong> for stats and campaign management?<\/li>\n\n\n\n<li>Are postbacks (S2S) supported for trackers and MMPs?<\/li>\n\n\n\n<li>Is there auto-optimization for conversions (Smart CPM, Smart CPC, Target CPA, etc.)?<\/li>\n\n\n\n<li>Do they support anti-adblock solutions (for web publishers)?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>For mobile publishers:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How \u201cheavy\u201d is the SDK and how does it impact app performance?<\/li>\n\n\n\n<li>Do they support mediation or work with popular mediation platforms?<\/li>\n\n\n\n<li>How often are SDK and documentation updated?<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">2.6 Policies, Brand Safety, and Compliance<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Especially important for brand advertisers and \u201cclean\u201d publishers.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Do they have a clear <strong>content policy<\/strong>?\n<ul class=\"wp-block-list\">\n<li>bans on shock content, adult, clickbait, malicious ads, etc.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Which brand safety tools do they use?\n<ul class=\"wp-block-list\">\n<li>blacklists \/ whitelists of domains, categories, placements;<\/li>\n\n\n\n<li>options to exclude sensitive topics.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Can you block unwanted categories (gambling, crypto, adult, etc.)?<\/li>\n\n\n\n<li>Do they comply with GDPR, COPPA, CCPA, and other regulations where relevant?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">If the network is focused on \u201cgrey\u201d verticals, you shouldn\u2019t expect perfect brand safety, but the boundaries still must be clearly defined.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2.7 Support and Account Management<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Support is something people usually remember only when things go wrong.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Do they provide a personal account manager at certain volumes?<\/li>\n\n\n\n<li>Which support channels are available: email, Telegram, Slack, ticket system?<\/li>\n\n\n\n<li>How fast do they actually respond (not just \u201caccording to SLA\u201d)?<\/li>\n\n\n\n<li>Are they able to help with creatives\/optimization or only say \u201crestart the campaign\u201d?<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">3. Separate Checklist for Advertisers<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"649\" src=\"https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/types-of-ad-networks-1200x761-1-1024x649.jpg\" alt=\"\" class=\"wp-image-287\" srcset=\"https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/types-of-ad-networks-1200x761-1-1024x649.jpg 1024w, https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/types-of-ad-networks-1200x761-1-300x190.jpg 300w, https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/types-of-ad-networks-1200x761-1-768x487.jpg 768w, https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/types-of-ad-networks-1200x761-1-370x235.jpg 370w, https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/types-of-ad-networks-1200x761-1-760x482.jpg 760w, https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/types-of-ad-networks-1200x761-1.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">3.1 Confirm That the Network Can Deliver Your Target Traffic<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Do they have case studies in your vertical and geos?<\/li>\n\n\n\n<li>Can they show real performance metrics (CTR, CR, EPC, ROI) for similar offers?<\/li>\n\n\n\n<li>Do they have experience with your product type (mobile subscriptions, apps, casinos, nutra, etc.)?<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">3.2 Setting Up a Test Campaign<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Before committing a large budget, run a proper test.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Agree on a <strong>test budget<\/strong> (e.g., $500\u2013$3000 depending on the niche).<\/li>\n\n\n\n<li>Define a clear KPI:\n<ul class=\"wp-block-list\">\n<li>CPA, ROI, number of registrations\/deposits, CR, retention, etc.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Fix the test duration (number of conversions or days).<\/li>\n\n\n\n<li>Set up S2S postback to your tracker\/MMP.<\/li>\n\n\n\n<li>Segment traffic by sources (site ID, zone ID) so you can later cut bad placements.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">3.3 Optimization and Scaling<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">After the test:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cut sources with high spend and low conversions.<\/li>\n\n\n\n<li>Focus budget on sources with positive ROI.<\/li>\n\n\n\n<li>Test new creatives, landers, pre-landers.<\/li>\n\n\n\n<li>Use auto-rules where available (e.g., automatically pause zones with high spend and zero conversions).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">If the network doesn\u2019t provide enough traffic breakdowns and you can\u2019t properly optimize, that\u2019s a serious disadvantage.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">4. Separate Checklist for Publishers<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For publishers, it\u2019s critical not only to earn more, but also not to \u201ckill\u201d the product with bad ads.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4.1 Network Requirements for Your Traffic<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Is there a minimum traffic requirement (e.g., at least 10k uniques\/day)?<\/li>\n\n\n\n<li>Any restrictions on site\/app topics?<\/li>\n\n\n\n<li>Do they demand exclusivity (no other networks allowed)?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Sometimes a network offers higher eCPM in exchange for exclusivity. Carefully evaluate if this trade-off is worth it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4.2 Formats and UX Impact<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Which formats do they offer:\n<ul class=\"wp-block-list\">\n<li>banners, native blocks, video, rewarded, interstitial, push, popunder, etc.?<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Can you control frequency capping (how often users see ads)?<\/li>\n\n\n\n<li>How does advertising affect:\n<ul class=\"wp-block-list\">\n<li>page\/app loading speed;<\/li>\n\n\n\n<li>bounce rate;<\/li>\n\n\n\n<li>user behaviour (uninstalls, exits, complaints)?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tip:<\/strong> Start with less aggressive formats, track changes in metrics (retention, bounce rate, session duration), and only then increase monetization intensity.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4.3 Fill Rate, eCPM, and Geos<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What is the average <strong>fill rate<\/strong> for your geos (how many ad requests are actually monetized)?<\/li>\n\n\n\n<li>What is the average eCPM for your niche and countries?<\/li>\n\n\n\n<li>How does the network monetize low-tier traffic (Tier 3)?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Compare several networks by these parameters, ideally via a real A\/B test: send part of your traffic to one network and part to another.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4.4 Integration and Control<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How easy is it to implement ad tags or SDK?<\/li>\n\n\n\n<li>Are there ready-made plugins (for popular CMS or app platforms)?<\/li>\n\n\n\n<li>Can you:\n<ul class=\"wp-block-list\">\n<li>block certain ad categories;<\/li>\n\n\n\n<li>ban specific advertisers;<\/li>\n\n\n\n<li>see stats per site\/placement?<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Can you split inventory:\n<ul class=\"wp-block-list\">\n<li>for example, use different networks for different sections of the site or different user segments?<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">5. How to Compare Several Ad Networks in Practice<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"651\" src=\"https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/undraw_two_factor_authentication_namy-1024x651.png\" alt=\"\" class=\"wp-image-288\" srcset=\"https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/undraw_two_factor_authentication_namy-1024x651.png 1024w, https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/undraw_two_factor_authentication_namy-300x191.png 300w, https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/undraw_two_factor_authentication_namy-768x488.png 768w, https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/undraw_two_factor_authentication_namy-370x235.png 370w, https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/undraw_two_factor_authentication_namy-760x483.png 760w, https:\/\/gtaroads.com\/blog\/wp-content\/uploads\/2025\/11\/undraw_two_factor_authentication_namy.png 1341w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">A simple, practical approach:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Create a shortlist of 3\u20135 networks<\/strong> that match your verticals, formats, and geos.<\/li>\n\n\n\n<li><strong>Fill in the checklist<\/strong> for each:\n<ul class=\"wp-block-list\">\n<li>Reputation<\/li>\n\n\n\n<li>Payment \/ payout terms<\/li>\n\n\n\n<li>Technology and reporting<\/li>\n\n\n\n<li>Support<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Run parallel tests<\/strong>:\n<ul class=\"wp-block-list\">\n<li>same or similar offers, geos, and comparable budgets;<\/li>\n\n\n\n<li>for publishers \u2013 split traffic between networks.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Compare not only numbers<\/strong> (eCPM, ROI, CR), but also:\n<ul class=\"wp-block-list\">\n<li>stability (no unexplained drops);<\/li>\n\n\n\n<li>transparency of data and reporting;<\/li>\n\n\n\n<li>quality of communication and support.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Keep 1\u20132 best networks<\/strong> as your core partners and the rest as backup.<\/li>\n<\/ol>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">6. One-Page Checklist Summary<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">You can save this list and quickly go through it whenever you consider a new network.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">General Points (for Everyone)<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Reputation: reviews, case studies, public team.<\/li>\n\n\n\n<li>Fit: verticals, formats, geos.<\/li>\n\n\n\n<li>Traffic quality and anti-fraud.<\/li>\n\n\n\n<li>Transparent stats and breakdowns.<\/li>\n\n\n\n<li>Convenient pricing \/ payout models.<\/li>\n\n\n\n<li>Brand safety, content policy, legal compliance.<\/li>\n\n\n\n<li>Good support and account management.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">For Advertisers<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Network has experience in my niche and geos.<\/li>\n\n\n\n<li>Test budget with clear KPIs is possible.<\/li>\n\n\n\n<li>Postbacks \/ tracker \/ MMP integration are supported.<\/li>\n\n\n\n<li>Optimization tools are available (rules, bids, blacklists\/whitelists).<\/li>\n\n\n\n<li>Sufficient breakdown by sources for proper optimization.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">For Publishers<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The network accepts my traffic type and topics.<\/li>\n\n\n\n<li>Formats do not destroy UX (or can be limited).<\/li>\n\n\n\n<li>Good fill rate for my main geos.<\/li>\n\n\n\n<li>Clear eCPM and understandable reports.<\/li>\n\n\n\n<li>Easy integration (code\/SDK, plugins).<\/li>\n\n\n\n<li>Stable payouts and reasonable holds.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Go through this checklist each time you choose a new ad network, and you\u2019ll greatly reduce the risk of wasted budgets, bad traffic, and unhappy users.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The ad network market is huge: hundreds of networks promise \u201ctop-quality traffic\u201d and \u201cinsane ROI\u201d. 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