Help First-party

What is a first-party ad network?

A first-party ad network serves the ad script, the banner images, and the click redirects from its own host, with no third-party ad tech in between. The company running the network also runs the servers, so one operator is responsible for what loads on your page and what gets recorded.

  1. Your page loads the embed

    The snippet you paste is an empty slot plus one async script tag. The script comes from the Signal host.

  2. The embed asks for an ad

    The script sends the slot's placement key to the Signal host, without cookies. The server checks that the request comes from an approved domain for that slot, picks an eligible approved banner, and records the request.

  3. The banner loads from the same host

    The banner image is served from the Signal host. The embed reports back to the same host when the banner is placed on the page and again if it was actually seen.

  4. A click goes through the same host

    The banner links to a signed click redirect on the Signal host. It counts the click, then sends the visitor to the advertiser's page.

First-party network (Signal) Programmatic exchange Self-hosted ad server Curated network
Who runs ad serving The network operator, on its own host The platform, often with several buyers and vendors taking part in each auction You, on your own server The network operator
Where ad code comes from One host The platform plus the buyers' and vendors' scripts, depending on setup Your server Usually the network's own host
How ads are chosen Slot, banner size, device type, and campaign eligibility Auction bids, often using audience data Rules you set Page topic or site audience, varies by network
Who advertises Other members of the exchange Any buyer the platform allows Advertisers you sign yourself Advertisers the network sells to
What the site owner gets Credits to show their own banners, no cash A share of ad revenue All revenue from the deals you sell A share of ad revenue
Work for the site owner Paste a snippet per slot Tag setup and ongoing tuning Install, update, and secure the server, then sell the ads Apply, then paste a snippet

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