What Ad Nets Need To Survive

What do an ad networks need to succeed amid intense competition, and what some see as industry consolidation? “Good technology,” and "exclusive relationships,” according to Brendan Moorcroft, CEO of Cadreon, an ad network launched by IPG's Mediabrands in mid-2009.

“If an ad network doesn’t have a unique set of [assets],” they’re not going to be around much longer, Moorcroft said during an afternoon panel at OMMA Ad Nets. “The Space is growing,” he added, “but simply filling orders,” is not going to cut it.

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