Richard Frankel of Rocket Fuel and Alan Schanzer of Undertone Networks took up the defense of ad networks. Frankel stressed the importance of ad networks in bringing technology to the table to sell ivnentory more effectively and said his company actually gets higher CPMs for publishers than they can get selling directly. Jacobs countered using technolgy to target audience is well and good, but with blind ad entworks and exchanges, publishers don't know where ads are winding up on the Web--what the context is.