What Is Run of Network (RON)?
Run of Network (RON) is a type of digital advertising where your ad is shown across a network of websites, not just one. Instead of limiting ad visibility to a single site (like in Run of Site (ROS)), RON allows your campaign to appear on any site within an ad network—wherever there’s available inventory.
This is a great option for advertisers aiming for mass reach without spending time choosing individual websites or placements.
How Does RON Advertising Work?
With a RON campaign, you’re essentially saying, “Show my ad wherever you can across your partner sites.” Here’s how it typically functions:
- Ads are placed on any available webpage across the ad network
- Usually sold on a CPM (Cost Per Thousand Impressions) model
- Doesn’t target specific audience segments or contexts
- Delivered through programmatic platforms like Google Display Network, Media.net, etc.
RON is often used in the early stages of a campaign to create awareness and drive large-scale impressions.
RON vs. ROS: Know the Difference
While Run of Site (ROS) focuses on one website, Run of Network spreads your ad across many. Here’s a quick comparison:
| Term | Scope | Reach |
|---|---|---|
| ROS | One website | Medium reach, more contextual |
| RON | Entire ad network | Wide reach, less targeting |
👉 Read more on Run of Site (ROS) if you’re aiming for visibility within a specific site only.
Pros and Cons of RON Campaigns
✔ Pros:
- Broad visibility across multiple sites
- Easier and faster to set up
- Cost-effective for large-scale campaigns
✘ Cons:
- Lower targeting precision
- May appear on sites that don’t align with your brand
- Harder to control where exactly your ad shows
That’s why many marketers combine RON with targeting layers like audience behavior, interests, or retargeting to improve relevance.
When Should You Use RON?
Use RON if:
- You want to increase brand awareness fast
- You’re not tied to a specific audience or site
- You have a flexible budget and want to test performance across different verticals
But if your campaign is conversion-focused or highly niche, look into contextual targeting or site-specific ad buys instead.
Related terms: Run of Site (ROS), Ad Networks, Programmatic Advertising