What is an audience network in digital advertising?

An audience network in digital advertising refers to a collection of websites and applications that display advertisements, extending the reach of ads beyond the primary advertising platform. This allows advertisers to access a broader audience and ensures that ads reach potential customers where they are most active, rather than being limited to a single platform.

This concept is particularly important as it increases the effectiveness and visibility of ad campaigns by delivering ads across various digital spaces—such as third-party websites and mobile apps—thus maximizing potential impressions and engagement. It harnesses the benefits of cross-platform exposure, which can lead to improved ad performance and higher return on investment for advertisers.

The other options provided do not accurately capture the definition of an audience network. Segmenting audiences based on behavior focuses on targeting strategies, while connecting consumers to e-commerce sites pertains to specific ad types, and the reference to a network specifically for social media advertisements narrows the scope too much to include all possible advertising venues offered by an audience network.