Overview

Join us in New York City for the latest OMMA Adnets event on November 3, 2009.


Ad Network Gold Rush - Boom or Bust?

Against a recession and many predictions of a radical shake-out, most of the 300 to 400 ad networks that blossomed in recent years remain with us. How are marketers to navigate this growing collection of verticals (from gaming to gay networks), a new layer of optimizers and exchanges, and now ad agencies that are getting into the network field? As the OMMA Ad Nets show moves west, the ad network gold rush seems to continue.

These technologies and models thrive because they serve an important function in an evolving Internet. Vertical and horizontal ad networks are trying to re-aggregate the audiences that search engines and social media have helped to fragment away from portals and major content hubs. Massive amounts of inventory are there for the picking, if only they can be organized and properly targeted for marketers. There are still mountains of gold to be panned in these hills of ad banners, but it is still unclear how.

Which networks, inventories and targeting techniques have proven themselves to add value? Are the ad agencies really prepared to become active participants in this game of aggregating and targeting eyeballs? Has the relationship between the ad nets and branded media publishers matured beyond last year’s skirmishes over depressed CPMs, channel conflicts, and accusations that the networks reduce advertising to automated commodities? And how have marketers such as game, film and TV brands learned to use the reach of online inventory to move eyeballs offline to their entertainment products? As the Ad Nets Gold Rush moves into Hollywood for the first time, we help marketers mine new veins of opportunity from the ever-expanding network of networks.

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Some Attendees Include:

And, are publishers gettting what they expected out of their bargain with the networks? Or, have they made a deal with the devil?

Can all 300 or more of these networks really survive? Every gold rush has its boom and bust. When does the shake-out begin? OMMA AdNets will help agencies, marketers and publishers 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.