• Adweek, Thursday, April 10, 2008 11:45 AM

Ad networks already seem like they're a dime a dozen, but according to the Rubicon Project, the space is only going to expand. The consulting firm, which helps publishers manage their relationship with ad networks, says there are an estimated 300 ad networks across the Web, but that number will only grow as major national advertisers shift their marketing dollars to the Web.

As such, Rubicon expects that most of the growth will come from networks that cater to big brands, by offering access to quality content sites and giving them more control over where their ads appear.

Disney unit ESPN recently caused a major stir when it ceased using ad networks, citing a lack of advertiser quality and control. Addante said the move would be the exception and not the rule, as a new breed of ad networks offers greater visibility to advertisers and publishers.

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