PERFORMANCE OF ADVERTISEMENT NETWORKS FOR PUBLISHERS

Digital Advertisement has begun since the beginning of the Internet and until today, it has taken a massive market share with an enormous year-over-year growth. Website owners that want to monetize their contents with Advertisement usually use Ad networks that automate the process of selling ad slots. As there are hundreds of Ad networks in the market with Google as the biggest player, it is questionable if they are a monopoly because they perform the best or if their strong position is actually not performance related. For this reason, different ad networks have been A/B tested to see how performance varies. Performance are measured by several website metrics impacted by the ads as well as by the revenue generated from each provider and each ad impression. To summarize, the experiment of this paper finds out, if there are any significant differences between the ad network providers and what practical implications it has on website publishers.