Run of Network advertising is when a publisher allows adverts to target every available advert inventory within its network of websites. This implies that if an advertiser’s ads are targeted to RON, the ads can appear on any page within a publisher’s network of websites.
RON is the alternative to Run of Site, which means a set of advert units from an advertiser that runs on a site instead of a network of websites.
Reason Why Publishers Allow RON Ads
When initializing RON line item targeting in Google Ad Manager (GAM), it means you are targeting every ad unit in your GAM account. GAM’s default settings set line items to RON unless you change it to inventory targeting.
Publishers will gain the following benefits by allowing RON ads:
- They will set up line items easily
- They save time on setting up line items
- They can use RON as a method of monetizing unsold or unfilled ad inventory.
Problems That Publishers May Facing Because of RON Ads
On the other hand, they may experience the following drawbacks:
- They won’t be able to separate line item optimization for non-performing inventory
- RON seemingly results in unfair competition, especially for managed demand
- Publishers lack control over delivery
- Using RON to fill unsold inventory usually leads to lower revenue per 1000 impressions (RPMs)