• by Wayne Friedman , October 26, 2011

Digital marketers are going to get more selective when it comes to video ad networks.

Buying 70 video ad networks and/or exchanges? Forget it. Andrew Budkofsky, executive vp and sales partnerships Break Media, a video ad network and digital video producer, says there is going to be a "shakeout." 

Marketers are not going to buy 30 networks, or even 20 networks, he says. "Maybe only the top ten."

The $2 billion dollar digital video ad business will get more selective -- as many move to perhaps doing more business with publishers first, then ad networks, then exchanges.

Says Greg Pomaro, senior vp of client business partners for Universal McCann: "Brand safe environment is a huge issue in this space."