• by Gavin O'Malley , Staff Writer @mp_gavin, November 3, 2009

Mike Cassidy, President & CEO of ad network Undertone Networks has a warning for publishers with ad network aspirations: “You’re going to lose your core competency, which is selling premium inventory,” he says. That said, Cassidy understands that publishers are having a tough time of it these, and that their desire to brand out is understandable. “I think publishers are suffering.” He adds, “Brands matter, audiences matter, it all matters … We all have to find out who is our customer.”

Saying himself “I’m don’t think any ad network is a must buy,” Cassidy says mistakes like placing ads next to inappropriate content are not an option for networks. How do you assure a mistake-free model? “We think fear is a good motivator,” he says, adding that he tries to balance the internal climate of fear with some fun parties.