Commentary
Too many ad networks? Maybe it’s the name
- by Wayne Friedman , Staff Writer, July 28, 2009
“We call it a platform,†says Andy Ellenthal, chief executive officer of QuadrantOne, of his new ad network.
“We call it a portfolio,†says James Smith, vp of West Coast advertising sales for Disney Online, which also owns ad net.
Perhaps no name is best. Mark Papia, senior vp of performance marketing for Fox Interactive Media, says some of Fox' sites don't use ad networks: “For some of our sites we protect the CPM and the brand equity like with ‘American Idol,’†he says.
Wayne Friedman is West Coast Editor of MediaPost. You can reach Wayne at wayne@mediapost.com.
