• by Wayne Friedman , Staff Writer, July 19, 2010

"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 you are also going to achieve a an increase in prices," says Anthony Katsur, general manager of MediaMath. "Performance will dictate value. You seen 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.