Who is dictating the ad network business? Look to the economy -- past and future.
"The vast majority of businesses are allowing the buy side to dictate a lot," says Mark Papia, senior vp of
performance marketing at Fox Interactive Media, says during the OMMA Ad Nets conference. "The general economic conditions have a lot to do with that."
But ad networks will grow.
"As
you see critical mass grow you are also going to achieve an increase in prices," says Anthony Katsur, general manager of MediaMath. "Performance will dictate value. You'll see a stabilization and
increase in rates."
Panelists agree, however, until that time, there could be some massive consolidation among the 400 some-odd ad networks out there.