Sales Loves MarketingRun of site (ROS) means your display ad can show up on any page of a single website, in whatever ad slot is free. The IAB UK describes it as an ad buying option in which placements may appear on any pages of the target site. You trade control over placement for a lower price and more reach within that site.
How does run of site work?
The publisher sells you a number of impressions across the whole site rather than a specific slot, such as the homepage banner. Its ad server then rotates your banner through open, non-featured ad spaces on any page, from articles to category pages.
Run of site is usually priced per thousand impressions (CPM). Because you can't pick the page, CPM rates are usually lower than for fixed placements or sponsorships on the same site.
Run of site vs run of network vs fixed placement
| Buying option | Where your ad can appear | Control | Typical price level |
|---|---|---|---|
| Fixed placement or sponsorship | A named slot or section on one site | High | Highest |
| Run of site (ROS) | Any open slot on any page of one site | Medium | Lower |
| Run of network (RON) | Any open slot across many sites in a network | Low | Lowest |
Run of site sits in the middle. You still know which website your ad appears on, so you know roughly who sees it. You just don't know which page.
An example from B2B marketing
A company that sells payroll software wants HR managers to know its name. An HR trade publication is read almost entirely by its buyers. Instead of paying a premium for the homepage leaderboard, the company buys a run-of-site package. Its banner ad rotates across news, how-to articles and job pages. Every page reaches roughly the same audience, so giving up the placement costs little.
The same buy would make less sense on a general news site, where only a small share of readers are HR buyers.
Pros and cons of run of site
Pros
- Lower rates than fixed placements on the same site.
- More impressions and broader reach across the site.
- Simple to buy and set up.
- You still control which website you appear on.
Cons
- No say over which page or slot your ad lands in. It may appear low on a page or on a page with little traffic.
- Less useful when only one section of the site matches your buyer.
- Results can vary between pages, which makes reporting harder to read.
How to keep a run-of-site buy under control
Ask the publisher which sections or pages are excluded from the package. Ad servers such as Google Ad Manager let publishers exclude specific ad units from a line item. Ask for a frequency cap so the same person doesn't see your ad too often, and request reporting by page or section so you can see where it performed.
Related terms
Frequently asked questions
How is run of site priced?
Run of site is usually sold per thousand impressions (CPM). Because the advertiser cannot choose the page or the slot, CPM rates for run of site are usually lower than for specially placed ads or sponsorships on the same site.
What is the difference between run of site and run of network?
Run of site keeps your ad on one website but lets it rotate across that site's pages. Run of network spreads your ad across many websites in an ad network, so you get more reach but even less control over where it appears.
When does a run of site campaign make sense?
It works best when the whole site's audience fits your buyer, for example a trade publication read by the people you sell to, and your goal is reach or brand awareness. If you need a specific section, page or slot, buy a fixed placement instead.