What is an Ad Network?

An Ad Network is a platform that connects advertisers with publishers to deliver ads at scale. In the mobile world, it helps apps show ads in other apps and track when users engage, click, or install.

Think of it as a matchmaking service between companies that want to promote their app and apps that have ad space to sell.

How does it work?

Ad Networks aggregate ad inventory from thousands of publishers (apps, websites) and allow advertisers to run campaigns targeting specific audiences.

Here’s the simplified flow:

1. Advertiser uploads a campaign to an ad network (like Meta Ads, Google Ads, TikTok, Unity, or AppLovin).

2. The ad network decides where and when to show that ad, based on targeting, bidding, and available placements.

3. A user sees the ad, clicks it, and installs the app.

4. The ad network receives a postback (via SKAdNetwork or MMP) to know that the install happened, and optimizes delivery accordingly.
   
   

Some ad networks are self-attributing networks (SANs) — like Meta and Google — which means they handle attribution internally and don’t rely on third-party MMPs for confirmation.

Why it matters

Ad Networks are a core part of mobile user acquisition. Choosing the right networks and understanding how they operate can make or break your growth strategy.

Each network has its own:

• Strengths (audience, reach, targeting options)
  
  

• Attribution quirks (especially under SKAN)
  
  

• Creative formats and optimization logic
  
  

Understanding how ad networks bid, deliver, and report data helps you build better campaigns, set better expectations, and scale with less wasted spend.

And as privacy rules evolve, knowing how each ad network integrates with SKAN, ATT, or postbacks becomes essential for staying effective and compliant.