There's been some recent debate over transparency in ad networks; read Geary Interactive CEO's take on the matter, and on other ad network issues.
An interesting way to identify the success of our industry is to gauge it based on the amount of ad networks in the marketplace. We saw an uprise in the late 1990s before they disappeared with the bubble, and now with the renaissance of online advertising, we are seeing the largest number ever. From large networks to demographic- and content-targeted networks, along with the successful emergence of the behavioral targeted networks, our industry is facing an ad network increase like never before.
Now with all these options, marketing agency professionals like myself are trying to distinguish between the numerous networks to find the best opportunities to reach our target audiences.
With this in mind, I thought it would be a good idea to provide a guide that will help clarify the differences between networks, going beyond the traditional questions about reach and demographics.
1.) Representation
The first thing to look at is whether your ad network is truly an ad network. Many do not realize that there are different types of site representation that do not truly make up a network. Make sure to ask your sales representative if you are working with an ad representative for specific sales, a remnant inventory seller or a true ad network. Identifying the type of representation you have will help you decide if you should buy inventory through a representative, directly with the site, or not at all.
2.) Compensation
We all understand the different compensation structures available to online media, such as CPM, CPC or CPA; however, it is surprising that many media buyers assume these options are not available. Make sure you ask about the different levels of compensation to find the one that fits your campaign.
3.) Ad unit offerings
In addition to compensation, another important piece to consider is the characteristics of your ad units. Make sure to check the sizes of your ad units and the levels of rich media that are available. Some ad networks work with rich media companies to bring expandable banners and integrated video banners, while others do not, so be certain that your ad network can give you the level of exposure you are looking for.
4.) Targeting capabilities
Another essential component relates to the targeting of your ads. Different ad networks have different capabilities, so ensure that they can perform behavioral, demographic, geo- and re-targeting, among the many other options of targeting techniques.
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