Ad Network Comparison for Beginners: Which One Is Right for You?

Finding the Right Ad Network for Your Website

Choosing an ad network is one of the most consequential decisions a publisher makes. The right network can double or triple your revenue compared to the wrong one, and switching later means lost time and potentially months of suboptimal earnings. Yet most beginners pick their first ad network based on name recognition alone, defaulting to Google AdSense without considering whether it is actually the best fit for their site.

The ad network landscape includes dozens of options, each targeting different publisher sizes, niches, and traffic levels. Some networks specialize in helping small publishers grow, while others focus exclusively on high-traffic sites where they can deploy advanced optimization technology. Understanding where your site fits in this ecosystem helps you make a choice that maximizes both your current revenue and your growth trajectory.

This comparison covers the major ad networks that publishers encounter most frequently, organized by the traffic tier they serve best. For each network, we examine the requirements, revenue potential, ease of setup, and the type of publisher who benefits most from using it.

Entry-Level Networks: Under 10,000 Monthly Pageviews

New publishers with limited traffic need networks that accept small sites without stringent requirements. The tradeoff is that these networks typically pay lower RPMs than premium alternatives, but they provide essential early revenue and help publishers learn the fundamentals of ad monetization.

Google AdSense remains the default starting point for most publishers, and for good reason. It has no minimum traffic requirement, accepts sites in virtually every niche, and provides access to Google's massive advertiser pool. Setup is straightforward: add a code snippet to your site, and Google handles ad selection, sizing, and optimization automatically. Typical RPMs for new publishers range from $2 to $8 depending on niche and geography.

AdSense excels at simplicity. Auto ads analyze your page layout and insert ads where they are most likely to perform well, reducing the optimization burden on new publishers. The reporting dashboard is clean and intuitive, making it easy to understand your earnings. Payment is reliable through direct deposit once you reach the $100 minimum threshold.

The downsides of AdSense include relatively low RPMs compared to premium networks, strict content policies that can result in sudden account suspensions, and limited control over which ads appear on your site. Many publishers outgrow AdSense as their traffic increases and they qualify for higher-paying alternatives.

Ezoic positions itself as an AI-driven platform that optimizes ad placements automatically. Unlike AdSense, Ezoic tests thousands of ad placement combinations and selects the configuration that maximizes revenue while maintaining acceptable user experience scores. This automated optimization can produce RPMs 50 to 150 percent higher than manual AdSense setups.

Ezoic has removed its previous minimum traffic requirement, making it accessible to new publishers. The platform integrates with your site either through DNS integration or a WordPress plugin. The initial setup is more complex than AdSense, but the ongoing optimization is handled automatically. Ezoic also provides a suite of free tools including site speed optimization, analytics, and a CDN.

The learning curve with Ezoic is steeper than AdSense, and some publishers find the DNS integration process confusing. The platform can also slow down page load times if not configured properly, which may offset some of the revenue gains. Customer support responsiveness varies, and some features require premium tier access.

Mid-Tier Networks: 10,000 to 50,000 Monthly Sessions

As your traffic grows, mid-tier networks become available. These networks invest more in optimization technology and maintain closer relationships with advertisers, which translates to meaningfully higher RPMs for publishers.

Monumetric requires a minimum of 10,000 monthly pageviews and charges a one-time $99 setup fee for sites under 80,000 pageviews. Despite the fee, Monumetric consistently delivers RPMs two to four times higher than AdSense for qualifying publishers. The network assigns a dedicated account manager who helps optimize ad placements for your specific site layout and audience.

Monumetric is particularly well-suited for lifestyle, food, parenting, and travel bloggers who have built a loyal readership. The network's hands-on approach means less technical work for publishers, but also less direct control over ad configuration. Revenue payments are on a net-60 basis, which is slower than some competitors.

SHE Media caters specifically to publishers whose audiences are primarily women. The network operates the SHE Media Partner Network, which includes brand partnerships and sponsored content opportunities in addition to traditional display advertising. If your content aligns with their audience demographics, SHE Media can deliver both higher RPMs and diversified revenue streams through brand deals.

Sovrn offers a header bidding solution accessible to mid-sized publishers. The platform connects your inventory to multiple demand sources simultaneously, creating competition for each impression that drives up prices. Sovrn has a lower entry barrier than premium networks and provides useful analytics tools for understanding your revenue performance. The platform works well as a supplementary demand source even if you use another primary network.

Premium Networks: 50,000+ Monthly Sessions

Premium ad networks deliver the highest RPMs in the industry but require substantial traffic to qualify. These networks invest heavily in technology, maintain direct relationships with major advertisers, and provide white-glove service to their publisher partners.

Mediavine requires a minimum of 50,000 monthly sessions and has a selective application process that evaluates content quality, site speed, and traffic sources. Publishers accepted into Mediavine typically see RPMs of $15 to $40 or higher, representing a dramatic increase over entry-level networks. The network's proprietary ad technology optimizes placements in real time, and their script wrapper is designed to minimize impact on page speed.

Mediavine is widely regarded as the gold standard for mid-to-large publishers. Their dashboard provides granular reporting, and their support team is consistently praised by publishers. The network also offers a WordPress plugin that simplifies implementation. The main drawback is the traffic requirement, which can take one to two years of consistent publishing to achieve.

Raptive (formerly AdThrive) targets publishers with at least 100,000 monthly pageviews and primarily US-based traffic. Raptive consistently delivers the highest RPMs in the industry, often exceeding $20 to $50 depending on niche and season. The network guarantees publisher payments regardless of whether they collect from advertisers, providing financial security that smaller networks cannot match.

Raptive's acceptance criteria are strict: they evaluate content quality, traffic authenticity, site speed, and brand safety. Publishers in finance, health, technology, and parenting niches tend to see the highest RPMs. The network also offers creator-focused tools including SEO recommendations and content strategy support.

Specialized and Alternative Networks

Amazon Publisher Services provides access to Amazon's advertising demand through a transparent marketplace. APS works well as a supplementary demand source alongside your primary ad network. Amazon's deep knowledge of consumer purchase intent can drive high CPMs for product-related content, making it particularly valuable for review sites and shopping guides.

PropellerAds specializes in push notifications, pop-under ads, and interstitial formats. These ad formats generate higher revenue per impression than standard display ads but create a more intrusive user experience. PropellerAds works best for download sites, streaming directories, and other content where users have high tolerance for aggressive ad formats.

AdSterra offers a wide range of ad formats and has minimal entry requirements. The network performs well for international traffic, particularly from regions where premium networks offer limited demand. If a significant portion of your traffic comes from Asia, Latin America, or Eastern Europe, Adsterra may deliver better RPMs than US-focused networks for that segment.

How to Choose: A Decision Framework

Rather than comparing networks abstractly, use this practical framework to identify your best option based on your current situation.

Step one: Assess your traffic level honestly. Check your analytics for monthly sessions, not pageviews, as most premium networks use sessions as their qualifying metric. If you are under 10,000 monthly sessions, your options are limited to entry-level networks. Do not waste time applying to premium networks before you qualify.

Step two: Evaluate your traffic geography. If over 50 percent of your traffic comes from the United States, United Kingdom, Canada, or Australia, prioritize networks that focus on these high-CPM markets. If your traffic is primarily international, consider networks like Adsterra or PropellerAds that have stronger demand for non-US traffic.

Step three: Consider your niche. Finance, insurance, legal, and health niches command the highest CPMs across all networks. If you operate in a high-value niche, premium networks will pay significantly more than entry-level alternatives. For lower-CPM niches like entertainment or gaming, the gap between networks may be smaller.

Step four: Assess your technical comfort level. If you want a set-it-and-forget-it solution, AdSense auto ads or Mediavine's managed approach may suit you best. If you are comfortable with technical implementation and want maximum control, header bidding solutions from Sovrn or direct programmatic setups offer more flexibility.

When to Switch Networks

Switching ad networks is not a decision to take lightly. Each transition involves a learning period where the new network's algorithms optimize for your specific site, during which revenue may temporarily dip. Plan for a two to four week optimization period before judging the new network's performance.

Switch when you consistently qualify for a higher-tier network and your current RPMs are significantly below what the new network's publishers report. Switch when your current network's support is unresponsive or their technology causes persistent site speed issues. Switch when your traffic composition changes and a different network better serves your new audience profile.

Do not switch based on a single month of lower-than-expected revenue, as seasonal fluctuations affect all networks. Do not switch because another publisher reports higher RPMs, as results vary dramatically based on niche, geography, and site quality. Instead, make decisions based on sustained performance data from your own site over at least three months.

Using AdGateScore to Guide Your Decision

The number of networks available can feel overwhelming, especially when each one markets itself as the best option. Tools like AdGateScore simplify this decision by analyzing your website against the specific requirements of each ad network. Rather than manually comparing your site metrics against each network's criteria, you get a clear picture of which networks you currently qualify for and what improvements would unlock access to higher-tier options.

Start with the network that best matches your current traffic and site quality, focus on growing your content and audience, and upgrade to premium networks as you qualify. The path from AdSense to Mediavine or Raptive is a well-traveled one, and each step up brings meaningfully higher revenue that rewards the effort you invest in building your publishing business.