How to Choose an Ad Network: A Practical Checklist
Google AdSense is the default choice for many publishers, but it is far from the only option. Ad networks and ad management companies differ in requirements, revenue share, ad formats and support. Choosing well can make a noticeable difference to both earnings and reader experience.
1. Entry requirements
Some networks accept new sites with modest traffic, while premium partners require a minimum number of monthly sessions or page views. Read the requirements carefully. Applying before you qualify wastes time and can lead to a rejection on record.
2. Content and policy fit
Each network has rules about the topics it accepts. Check that your niche, language and audience are supported. A network that specializes in your type of content often has better-matched advertisers.
3. Revenue share and pricing transparency
Ask what percentage of ad spend you receive and how it is reported. Some partners show detailed reports by ad unit, country and device; others only show a total. More transparency makes it easier to optimize.
4. Payment terms
- Threshold: the minimum balance before a payment is sent.
- Schedule: monthly, net 30, net 60 or longer.
- Methods: bank transfer, PayPal or others available in your country.
- Currency and fees: conversion fees can reduce what you actually receive.
5. Ad quality and formats
Look at sites already using the network. Are the ads relevant and respectful, or full of sensational headlines and flashing banners? Ask whether you can block categories or specific advertisers, and which formats are available: display, native, video, sticky or in-content.
6. Performance impact
Ask how many scripts the network loads and whether it supports lazy loading and reserved ad space. Test the setup on a staging copy or a single section of your site before rolling it out everywhere.
7. Exclusivity and contract terms
Some partners require exclusivity or a minimum contract period. Make sure you understand how to leave, what notice is required and when the final payment is made.
8. Support and tools
A responsive account manager can help with setup, policy questions and optimization. Check whether support is available in your language and time zone, and whether there is a dashboard with useful reports.
9. ads.txt and compliance
A reputable network will give you exact ads.txt lines and explain each one. Be cautious if a partner asks you to add dozens of reseller lines without explanation.
Running more than one network
It is possible to combine networks, for example AdSense for display and a separate partner for video, as long as their policies allow it. Avoid placing competing scripts in the same slot, and keep your layout clean. More networks do not automatically mean more money; well-managed demand does.
Make a decision with data
When you test a new partner, compare page RPM, page speed and engagement over the same period. Give the test enough time to cover weekdays and weekends. Choose the setup that earns the most while keeping your readers happy.
