Undertone Network's president and CEO explains why ad networks are essential partners in the media planning and buying process.

I spend a significant amount of time writing and talking about the network landscape, the different types of networks, and how and when to use them. Networks have emerged as a great way for publishers to sell and monetize inventory while enabling advertisers countless benefits including efficiencies, scale, cost savings, unique targeting and most importantly, results. However, there is another element that networks bring to the table which oftentimes is overlooked, and that is innovation.

Innovation, by its definition, means "a creation resulting from study and experimentation." According to Wikipedia "all innovation begins with creative ideas. We define innovation as the successful implementation of creative ideas within an organization."

One of the most challenging tasks media buyers and planners face is cutting through the network clutter. Media teams are trying to sort through all the new players as well as keeping up with those established companies that continue to update and evolve their own products. Because all, if not most, of the networks were started by entrepreneurs as opposed to being launched out of a corporate incubator, networks have had to stay nimble and cutting edge.

In addition to Undertone, many of my network peers have launched and implemented new and exciting programs for both advertisers and publishers that weren't even on the radar a year ago. While this can be a challenge for media teams to keep on top of, it is a problem we are lucky to have.

As a network, innovation has to be part of your DNA. With so many competitors in the marketplace, if you don't innovate you will quickly become obsolete. Networks are still not at "must buy" status like a Yahoo! or the New York Times, so they have to deliver better results and a better experience in order to be considered. Most networks are still not participating in annual upfronts at the level many publishers are, meaning networks are constantly scrambling and selling throughout the year in the very prominent online scatter market.

When you consider the network marketplace three to five years ago, networks like Advertising.com were leading the charge when it came to performance marketing and working with clients in an advanced way that only a select few publishers could (mainly the portals). Today you see networks taking a leadership position when it comes to creating and defining the advertising opportunity that exists for video, mobile, podcasting and a host of other digital subcategories.

If there is a category for exploration, you can guarantee that at least a few networks will enter the space and move forward quickly because they have to. Behavioral products, including those under the remarketing umbrella, continue to attract significant attention and much of that credit goes to networks.

Network innovation is one of the brightest yet most overlooked aspects of our business. Networks have helped direct marketers like Netflix, Vonage and LowerMyBills build a significant business through efficient online marketing and creativity, as well as helping major brands become more comfortable and effective on the web. Today, more and more major clients are increasing their network budgets because they see both the immediate opportunity and the potential behind a deeper and richer partnership with a cutting-edge provider.

Our best clients are oftentimes the ones who consider us partners and resource providers and not just media sellers. Many of the most successful marketers in our industry have close relationships with networks, and not just from a spending standpoint. Networks have the ability to create custom and unique opportunities on a whim, which is one of the greatest benefits of the model. This is a result of the entrepreneurial leadership that exists at most of these companies, coupled with the great opportunity our industry presents.

Working in synch with a few networks and staying in touch with them regarding their pipeline and vision can be one of the best ways to make sure both yourself and your client are executing cutting-edge campaigns. So when next meeting with an advertising network, focus not only on today's offering, but what the company can do to leverage its platform for you and your client tomorrow.

Michael Cassidy is president and CEO, Undertone Networks. Read full bio.