Where brand initiatives are a focus, agencies and advertisers are increasingly using ad networks to extend reach to their target audiences.

There's just one problem-- not every network can provide a bulletproof picture of the potential reach it can add to a campaign. As new networks debut, agency planners and buyers want to know if they're measured by syndicated research. It becomes very tough to justify unmeasured networks to brand advertisers, particularly if the agency can't get a gauge on the reach and GRPs a network might add to a brand buy.

This is why it's important for networks to speak to the syndicated research companies like comScore or Nielsen//Netratings about rolling up both their channels, and their network in general, so that planners can easily measure reach across channels and the network..

Being measured makes it easier for agencies to use the network when planning various buy scenarios for a client, and if the advertiser decides to move forward with the buy, the measured networks will have an easier time garnering their share of the online spend.

Unmeasured networks run a serious risk of not being selected in these situations.