What Is Run of Site (ROS)?
Run of Site (ROS) is a type of digital ad placement where your ad is allowed to appear on any page of a specific website. Whether it’s the homepage, a product page, or even a lesser-viewed blog article—your ad rotates through open spots across the entire site.
This method gives your campaign maximum exposure without locking it into one section or category of a site.
How Does ROS Advertising Work?
A ROS campaign is usually:
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Purchased on a CPM (Cost Per Thousand Impressions) basis or at a flat rate.
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Delivered across any available ad slot—top, bottom, sidebar, or in-between content.
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Suitable for brand awareness campaigns rather than hyper-targeted conversions.
Since the ad doesn’t rely on specific targeting within the site, it casts a wide net—great for new product launches or building recall.
ROS vs. RON: What’s the Difference?
People often confuse Run of Site (ROS) with Run of Network (RON). Here’s the difference:
| Term | Scope | Where Ads Show |
|---|---|---|
| ROS | One website | Any page, any position on that site |
| RON | Multiple websites | Any page on any site within a network (like Google Display Network) |
If you’re running ads across a group of related websites or through ad exchanges, you’re probably working with a Run of Network strategy.
👉 Learn more about Run of Network (RON).
Should You Use ROS for Your Campaign?
ROS placements work best when:
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You’re building brand awareness
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You want broad exposure
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You’re not targeting a very specific audience segment
If you need pinpoint targeting (say, only tech readers or visitors to a pricing page), you may want to consider more contextual ad placements.
Quick Tip for Marketers
Want your ROS ads to work harder? Combine them with strong creative assets (think: motion banners or interactive elements) and A/B test across different formats like leaderboards and skyscrapers.
Related terms: CPM, RON (Run of Network), Display Ads