Top five ad network myths: 1) Reach is a true differentiators 2) Blind networks are really bind 3) Transparent networks are really transparent 4) Most proprietary ad net technology will work for you 5) Ad networks are truly efficient ... according to Jordan Rohan, founder and managing partner of Clearmeadow Partners.

The rapid growth of ad networks is easy to figure out, says Jordan Rohan, founding and managing partner of Clearmeadow Partners at the OMMA Ad Net event in Los Angeles: Big profit margins. Looking at some mid-level publicly-disclosed financial results shows a 47.3% gross margin for Interclick; 47.6% for Burst, and 45.0% for ValueClick. “At the end of the day you are giving them half of you ad budget,” says Rohan.

MediaPost Editor-in-Chief Joe Mandese asks: Who gets a piece of the value at every stage of the game? What follows are snippets from the discussion during the panel, The New Brokers: Agencies Become Networks. Nathan Woodman, managing director, Adnetik: It takes different forms in different markets. The industry has 50% gross margins is a sign of an immature industry. We drive and create efficiencies in the market. Brendan Moorcroft, SVP, director global digital strategy, Universal McCann: It's about driving value to driving business, but we want to get paid on performance once we have the technology and knowledge …

When media agencies create their own ad networks they are creating their own markets. Is that fair? Joe Mandese, editor in chief of MediaPost Communications, wondered whether media agencies are pitting clients against with each other when they form their own marketplace. “We see it as a way to leverage data,” says Brendan Moorcroft, senior vp and director of global digital strategy for Universal McCann. “Everyone is going to have a different value.” "It is about data ownership more than anything else,” says Nathan Woodman, managing director fo Adnetik. “Advertiser will be seeking consumers for different reasons."

MediaPost Editor-in-Chief Joe Mandese asks: who gets a piece of the value at every stage of the game? What follows are snippets from the discussion during the panel, The New Brokers: Agencies Become Networks. Nathan Woodman, managing director, Adnetik: It takes different forms in different markets. The industry has 50% gross margins is a sign of an immature industry. We drive and create efficiencies in the market. Brendan Moorcroft, SVP, director global digital strategy, Universal McCann: It's about driving value to driving business, but we want to get paid on performance once we have the technology and knowledge …

MediaPost Editor-in-Chief Joe Mandese asks: who gets a piece of the value at every stage of the game? What follows are snippets from the discussion during the panel, The New Brokers: Agencies Become Networks. Nathan Woodman, managing director, Adnetik: It takes different forms in different markets. The industry has 50% gross margins is a sign of an immature industry. We drive and create efficiencies in the market. Brendan Moorcroft, SVP, director global digital strategy, Universal McCann: It's about driving value to driving business, but we want to get paid on performance once we have the technology and knowledge …

Media agencies are starting up ad networks for a variety of reasons. “There is huge demand shifting to this business,” says Joe Apprendi, CEO of Collective Media. Secondarily, “the data that agencies collect is different than the market can collect, ” says Brendan Moorcroft, svp of director of global digital strategy fof Universal McCann, who notes that growing technology plays a big role at media agencies. Greg Green, managing director of global client solutions for Publicis' Vivaki, adds that a lot come from getting “transparency" for clients. Green also notes in the big way rising costs are …