The first three panelists to speak on the ad network panel at OMMA Mobile all resorted to folksy aphorisms as they gave an overview of the market. David Gwozdz, CEO, Mojiva, said “I
don’t think networks will make or break anything,†explaining that “We [networks] are an indicator of demand and supply… There are a lot of publishers right now who
rely heavily on ad networks, because they’re trying to build up their mobile strategy.†Paran Johar, CMO of Jumptap, added that the market is entering a phase that will “separate
the men from the boys,†as weaker, redundant ad networks are weeded out: “You have to provide a unique selling proposition… as long as you’re adding value to the
equation â€" with us it’s targeting â€" you’ll be alright.†Jeff Litvask, general manager of mobile and emerging products for the Associated Press, agreed that
“The times are a-changin’â€: “There are probably ten networks out there for every one publisher,†making a a big shakeout inevitable.
