Next up at OMMA Ad Nets is Don Epperson, CEO, Havas Digital, one of the largest ad holding companies, which, according to Epperson, is starting to look more and more like an ad network. “Ad nets business models are very applicable [to our business],” says Epperson. “We talking about trading media as a commodity, but valuing it as a commodity.” In 2007, 26% of our world spend was with ad network, ranging from 10%-40% across 30+ countries. Havas digital reached 311 million uniques visitors in October, according to Epperson.

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.

Arora just went a momentous step further, with regard to the health of display advertising, saying, “Total internet advertising should equal TV advertising very, very soon.” That's bold. Rules of thumb that will get the industry to that point faster include accountability â€" “Every campaign should have it,” says Arora. Additionally, “Every campaign should move toward direct response because it is so measurable.” Said Arora with regard to remnant advertising in social networks: “It’s not going away, but there is a move toward direct response.”

That's the assurance, anyway, of Samir Arora, chairman and CEO of content and ad network Glam Media. “Displays not in trouble," says Arora. "It's down in a down market, and it will go up again."