With the myriad of options available, understanding the distinctions between various types of network models is critical for selecting the best network partner for ensuring the success of your brand campaign.

"True network" model: The best fit for brand marketers based on its proven ability to deliver brand performance with transparency and scale. True networks have their code running on thousands of publisher sites with whom they have a revenue-sharing agreement, with the technology to optimize a campaign in real time to ensure performance. They also disclose the sites where ads will appear and have enough scale to be meaningful for large awareness campaigns.

Arbitrage networks: Built upon the premise of acquiring inventory from other media sources and reselling it as part of their network and managing the margin. While these networks may deliver direct response performance and scale, they are typically unable to provide the same level of disclosure as a true network.

Representation firms: Responsible for selling the entire inventory for a small number of sites, usually on an exclusive basis. While these smaller networks may perform well and can provide a high degree of transparency, they lack the scale required for large awareness-driving campaigns and for brand optimization.

Brokers: They buy and sell inventory, but bring no additional value to the equation for brand marketers. While they can accomplish scale by purchasing more inventory and may even deliver on a direct marketer's metrics, they typically offer no transparency, making them ineffective for most brand marketers.