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Beth-Ann Eason, COO and GM, Beliefnet/Fox Digital Media, says publishers are better off keeping ad networks at bay. “The more you can restrict [non-premium ads], the higher CPMs you can demand.” Granted, “As you grow, you can’t always monetize those impressions, which, as times goes by, is money out the door,” she admits. For Eason, however, solid yield optimization and a focus on premium ad has resulted in higher CPMs even in the down economy. Jeff Hinz, SVP, Director of Digital and Emerging Media, ID MEDIA, says it’s about reaching a balance with regard to man hours, understanding what …

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Despite the sale-channel conflicts and the premium price erosion that ad networks bring about, their benefits -- like alleviating market complexity, and improving operational efficiency -- guarantee their continued use, according to Robert Coolbrith, VP of Equity Research at ThinkEquity. A clear majority -- 72% -- of marketers say efficiency is the reason they rely on ad network, according to a recent Collective Media study. By contrast, only 13% attributed efficiency to portal buys. Likewise, in recent years, ad network have helped performance based metrics -- like cost-per-click and cost-per-acquisition -- overtake the once dominant CPM model. Coolbrith …

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In the day's first agency panel, much of the discussion revolves around what part of the "stack" of technologies agencies use to run campaigns do they own, outsource or partner with outside technology providers to put together. Michael Brunick, VP, Media Technology Director, Mediabrands/Cadreon and Nate Woodman, SVP of Strategic Development, Havas Digital emphasized that data aggregation is the area they're most heavily investing in now--toward the goal of buying specific audiences. Brian Lesser, general manager, Media Innovation Group (WPP), made the point that his group isn't going to "outdevelop" Microsoft or other big technology companies, but the agency …

How do agencies expect to fare in such a technologically intensive space where behemoths like Microsoft and Google have money to burn? “We’re not going to out-develop Microsoft and Google,” said Brian Lesser, General Manager, at WPP’s Media Innovation Group. Therefore, “We need to develop relationships and technologies that are non-core.” Nate Woodman, SVP of Strategic Development at Havas Digital, says he is focusing chiefly on information and data on one side and relationships on the other. “Everything in between we’re not so concerned with.” Meanwhile, Joseph Weaver, Group Director of Digital at Media Storm, expressed a common …

Running the risk of unoriginality, Matt Spiegel, CEO of Omnicom Media Group Digital, is using his morning keynote at OMMA Ad Nets to hammer home the idea that digital still only makes up a small share of ad spending, and that the industry is sitting on an absolute goldmine if only marketers would grasp just how much consumer behaviors have changed. “Despite all that we feel we’ve accomplished, we’ve only begun to be relevant,” said Spiegel. “Consumer behavior has fundamentally changed … Yet we’re still fighting for scraps and what need are marketing dollars in this space.” Beyond …