• by Ross Fadner , November 6, 2008

Why do marketers need ad networks? Consider this: Yahoo has a 74 percent reach among Internet users, but it commands just 7 percent of the medium’s usage, according to figures cited by Glam Media CEO and Chairman Samir Arora in a keynote address at the OMMA AdNets show in New York. He pointed out that the Internet is the only medium where top properties like Yahoo can command an “almost irrelevant” amount of usage.

 

It comes down to distribution, Arora said: “The Internet is the only medium in the world where there’s no control over distribution.” Thankfully, he suggested, ad networks bring distribution to media buyers by aggregating and repackaging publisher audiences.