Comments on: Loathing Ad Networks Sponsored by the OPA http://www.adexchanger.com/ad-networks/advertising-networks-an-the-opa/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Michael Katz http://www.adexchanger.com/ad-networks/advertising-networks-an-the-opa/#comment-61 Michael Katz Sun, 15 Feb 2009 01:35:42 +0000 http://www.adexchanger.com/?p=432#comment-61 "Ad networks are an easy solution, but there's no promise your ads will appear in an appropriate environment" This is a broad generalization. While this is the case most of the time, it is certainly not the case all of the time. Our solution ensures advertisers maintain complete control over where their ads are run pre-campaign and during the campaign. Its the fundamental value add offered by interCLICK, the only truly transparent ad network. On top of this, ad networks have become an easy solution for advertisers and agencies to choose b/c of the flight to value. The economy is obviously a mess right now and advertisers are cutting budgets and reallocating to top performing vendors. These vendors happen to be ad networks with sophisticated targeting capabilities who have been able to deliver consumers more efficiently. The days of publishers charging inflated rents for overvalued real estate on their site are over, and soon the days of ad networks not adding value will be over as well. Exchanges will only ever be as good as the technology they're built on and the traffic that flows through them. So far, platforms like the right media exchange have been plagued by the low quality ads and inventory that compose most of the volume. The fact that 200 of the 300 networks out there are powered by these exchanges leads people to make comments like the one made by Rich Cherecwich. "Ad networks are an easy solution, but there's no promise your ads will appear in an appropriate environment"

This is a broad generalization. While this is the case most of the time, it is certainly not the case all of the time. Our solution ensures advertisers maintain complete control over where their ads are run pre-campaign and during the campaign. Its the fundamental value add offered by interCLICK, the only truly transparent ad network.

On top of this, ad networks have become an easy solution for advertisers and agencies to choose b/c of the flight to value. The economy is obviously a mess right now and advertisers are cutting budgets and reallocating to top performing vendors. These vendors happen to be ad networks with sophisticated targeting capabilities who have been able to deliver consumers more efficiently. The days of publishers charging inflated rents for overvalued real estate on their site are over, and soon the days of ad networks not adding value will be over as well.

Exchanges will only ever be as good as the technology they're built on and the traffic that flows through them. So far, platforms like the right media exchange have been plagued by the low quality ads and inventory that compose most of the volume. The fact that 200 of the 300 networks out there are powered by these exchanges leads people to make comments like the one made by Rich Cherecwich.

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