Posted by Fox on July 30, 2007 at 3:16 PM

Johnder Perez over at webhostb2b.com explains what RON (Run of Network) means.

WHAT IS RON?

RON (run of network) and ROS (run of site) refer to the reach of the advertising campaign. In RON, internet publishers with a network of web sites run the campaign across all web sites but have the ability to decide where the ads are placed, whereas in ROS, the campaign is only run on one web site. Internet marketers must consider how much their campaign budget is, and the desired effectiveness and reach of the campaign. Now the decision to do a RON or a ROS depends on the advertiser’s strategy. Some web sites, such as market verticals, are effective at attracting advertisers but advertisers are in competition with each other because of the fact that they are pretty much offering similar services. Thus, if the internet publisher owns and operates web sites in its network that caters to different content seekers aside from the vertical market that it serves, then it would make sense to implement a RON.

For example, let us consider a web hosting company who wants to advertise on a hosting vertical web site. By advertising on the vertical, the hosting company faces competition from its counterparts. However, if the publisher also owns a web site that has a forum for web development, for example, then doing a run of network ad that extends beyond the marketing vertical would make sense and would give the hosting company a greater edge because of increased exposure and a wider prospective customer base. The same hosting company might simply consider a ROS if they see it beneficial to do so. For example, if the web hosting company wants to advertise on a directory of useful web development scripts, they can simply run a banner campaign on one web site and will reap the benefits of a ROS most especially if few other companies are advertising on the same medium.

Source: webhostb2b.com

More Jargon Busting:
What is RON? (Run of Network)
What is PPS? (Pay Per Sale)
What is CPL? (Cost Per Lead)
What is PPC? (Pay Per Click)
What is CPS? (Cost Per Sale)
What is CPC? (Cost Per Click)
What is CPA? (Cost Per Action)
What is CTR? (Click Through Rate)