The aim of Ad networks is to match consumer resources looking for ad slots with supply sources that aggregate ad inventories. Apps or websites from publishers and developers often make up the supply sources on a mobile ad network. Advertisers want their ads to appear on demand sources on other websites.

While some mobile and ad networks specialize in particular formats like videos, others support a broad range of designs, from banners to native ads. Some ad networks provide a platform for advertisers to sign in and control their campaigns on the demand side.