• by Wayne Friedman , Staff Writer, January 19, 2011

A number of panelists at the OMMA Video event in San Francisco - especially those on in the ad network business - believe prices will climb, just like in other businesses -- all because ad networks buying each other creating bigger companies.

"We are providing more value than ever before," says Jason Krebs, senior vp and chief media officer for Tremor Media.

Cory Treffiletti, president and managing partner for Catalyst S+F, questioned whether the video ad network business has lessened the value of display inventory. Lewis Rothkopf, senior vp of network and exchange of BrightRoll Inc., countered that, "it has been right-sized on the premium sites."

Dave Martin, senior vp of media for Ignited says it comes down to two equations -- for display advertising there is more inventory than demand. But for video, the reverse is true -- there is way more demand than inventory.