• by Gurbaksh Chahal , March 1, 2006

Jeff Hirsch from ValueClick was quick to rebut Ari Rosenberg's column,Just Say No To Ad Networks.While I agree with Hirsch's defense of the network model, I think there are some important additional points to be made:

1)All ad networks are not created equal. It's a simple fact. There are many ad networks that still run by the old rules and old technology. Tonnage over targeting. Volume over optimization. As a publisher, it's important to dig deeper than rev share percentages and inventory fill claims when you're deciding on a network partner. There's a new generation of targeted ad networks that represent Fortune 1000 clients interested in both direct response and branding. They have strict ethical and creative guidelines. And they give you the ability to control what messages run on your site.

2) The right ad networks connect you to higher prices. The new breed of ad networks uses sophisticated targeting and optimization technologies that individual sites can't match. These in turn produce much better results for advertisers while improving the relevancy of ads for site visitors. Data from next-generation ad networks shows that behavioral targeting alone can increase sales 10X for some advertisers over traditional site placement. Naturally, advertisers are willing to pay more for these results. Which means that publishers who work with targeted, technology-enriched ad networks often earn higher CPMs than if they sold directly to the agency or advertiser.

3) The right ad networks introduce advertisers to new high-quality sites. And vice versa. Site-specific media buying limits advertisers to placing their ads where they think they should run. Online brokerage ads run on financial sites, car ads run on car sites. Fortune 500 advertisers run on top comScore MediaMetrix properties. Period. But next-generation ad networks use behavioral and semantic targeting, real-time optimization and other innovative technologies to help advertisers discover terrific results on unexpected sites. This also secures new, high-value advertisers for publishers that they would never be able to pitch on their own.

While Rosenberg's attack on ad networks may have been as self-serving and misguided as Hirsch suggests, in my opinion it has some merit. All ad networks are not created equal and should not be painted with the same brush. My advice to publishers is to carefully evaluate an ad network's technology, level of service and commitment to preserving the integrity of your site before you sign a contract.

The real issue isn't whether to say yes or no to ad networks--it's making sure you say yes to the right ad network.