What is RON ?
RON (referred to as “Run of Network”) is the term where an advertising campaign or PMP is applied to the entire network of websites within an Ad Network. With a RON campaign, you are unable to specify what type of websites or placements you would like your ad to appear on. By choosing RON, the advertiser usually forgoes premium positioning in exchange for more advertising impressions at low CPM Rate. It is one of the best advertising techniques for those brands that want to show their ads on the same kind of web pages at a low cost.
Programmatic Real Time Bidding Definition
A real-time auction occurs when a visitor visits a website within the network in Programmatic Real Time Bidding, where marketers establish a bid amount for a specific audience segment. Afterward, the user receives the winning advertisement. RTB in RON happens in milliseconds, making sure the user sees the advertisement before they leave the website. Advertisers and publishers should consider programmatic advertising pros and cons when deciding whether to use this method of buying and selling ad inventory. Despite the effectiveness of programmatic advertising’s efficiency and precise targeting, it’s essential to keep in mind the risks of ad fraud. Better targeting, higher engagement rates, and more effective use of ad spend are all possible with this method of advertising.
It is a platform that facilitates the buying and selling of digital advertising inventory through a real-time auction. Publishers and advertisers can purchase and sell ad inventory through an efficient and transparent ad exchange in RON. It enables programmatic advertising and gives users access to a big pool of ad inventory and data, allowing them to target specific audiences and improve campaign effectiveness.
Retargeting ideas & remarketing ideas are powerful strategies that can help businesses reach their target audience more effectively. By implementing these techniques in a RON campaign, brands can increase their reach and visibility, and create more personalized and engaging ad experiences for their users.
Benefits of using RON
Two of the benefits of using RON as a targeting option is in return for not having a choice over ad placements or websites you will often see high scale of impressions delivered whilst seeing a significantly lower CPM rate. This can be ideal for advertisers running Retargeting campaigns or campaigns with a KPI of last-click attribution. Retargeting vs prospecting in marketing campaigns are two basic types of digital advertising that are frequently utilized by advertisers. While both strategies aim to connect with potential clients and encourage conversions, they are different in their approaches and the audiences they focus on.
For verticals like Healthy Ads, many Advertisers will simply request targeting RON cause they know the content is “on target” for their campaign. RON can be used via Managed Services or Deals.
Choosing RON does not necessarily mean you forgo all other trafficking options. With RON you could still apply targeting like Viewability, GeoTargeting, or Audience targeting over the top.