Overview

Ad Network Gold Rush - Boom or Bust?

So many ad networks, so little time and clarity. By some estimates, over 300 ad networks have blossomed online to serve ever-narrowing audience and content niches: travel, gaming, the affluent, gay lifestyles, soap opera fans, education - the list goes on and on. Vertical ad networks are responding in force to a fundamental fragmentation in online traffic patterns. Gone are the days when users gravitated around "launch pages" and portals or even major content hubs. Search and social media guide people directly to a broader range of content, and advertisers need tools to re-aggregate these dispersed eyeballs. But do ad networks add real value to the ad buy? And, are the new generation of ad exchanges helping buyers navigate the wealth of available inventory? Adding to this dizzying mix are the branded media networks from Forbes, Martha Stewart and even The Today Show, among others.

How do media and marketing planners and buyers choose among all of these opportunities, let alone unravel the supposed differentiators and technological nuances?

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Are we in danger of replacing human sales relationships and traditional content brand value with mere technology? Buyers and planners are overwhelmed with both opportunities and unanswered questions about content and audience quality, pricing, duplication, and analytics.

Can all 300 or more of these networks really survive, anyway? Every gold rush has its boom and bust. When does the shake-out begin? OMMA AdNets will help agencies and marketers target the key issues they must engage with their clients and partners to navigate an eco-system that has changed the way digital advertising is assembled, sold, priced and measured.