There are certain hazards marketers need to avoid on ad networks.
On the plus side, advertising on online ad networks brings many advantages. They can be highly efficient vehicles both in terms of extending an advertiser’s reach and providing low cost impressions. Ad networks can also offer advertisers the ability to penetrate high quality sites (albeit usually in remnant inventory). For advertisers that do not have high-profile portal deals in place, ad networks give marketers both reach and targeting, particularly as the networks themselves offer greater transparency.
However, while offering increased reach ad networks also offer less control for advertisers. Marketers placing impressions on an ad network will be challenged to keep tabs on where their advertising appears. Marketers are justly vigilant about protecting their brand -- especially online, where they must inevitably give up a degree of control -- but ad networks can be particularly frustrating.
Both marketers and publishers can agree that marketers need to know exactly where their ads are running, and who they are reaching, but the reality is far more complex. Marketers must demand value, transparency and accountability from ad networks.
Let’s explore some simple guidelines that will allow you to take advantage of ad networks’ offerings, while still protecting your brand from the pitfalls.
