Run of network
Also known as: ron
Run of network means that ads from an online ad campaign are displayed on a choice of websites within an ad network.
The advertiser cannot control which sites their banners or text links are displayed on. Much of the impressions will end up on unsold space, which is why run of network campaigns have a lower rate than campaigns that are precisely targeted. High reach can be achieved at low cost.
On the other hand, some of the exposure may go to visitors who are not, or to a lesser extent, part of the advertiser's target audience. When a network is built around a specific theme, such as sports or men, this is only a limited disadvantage.
Other forms of online media planning include run of site and run of channel.
