Why would an advertiser choose RON scheduling?

Choosing RON (Run of Network) scheduling allows advertisers to maximize their reach across a wide variety of websites within a particular ad network for a lower cost per thousand impressions (CPM). This strategy is beneficial for advertisers looking to build brand awareness or to reach a large audience quickly. RON scheduling places ads on various sites without specificity, which can often result in a lower CPM compared to more targeted ad placements.

This approach is ideal for campaigns seeking extensive visibility rather than focused targeting, which is particularly useful for products or services that appeal to a broad audience. It can also help distribute budget effectively, as running ads across multiple sites increases the volume of impressions served.

In contrast, selecting premium sites or maintaining exclusivity would typically result in a higher CPM and is more aligned with targeted advertising efforts. Hence, the rationale behind opting for RON scheduling is primarily centered on achieving a wider reach economically.