Let’s face it, anyone with an ad server and good site relationships can set up an ad network, which can fall into a few categories such as rep firm, pure ad network and hybrid ad network. The problem is, with so many in the marketplace, it makes it a nightmare for media buyers to distinguish one from the other, or determine why they would work with any one of them in particular.

Here is a guide to help navigate where the ad networks (all categories) fall in terms of inventory, pricing and publisher -- versus advertiser -- focus. And keep in mind, just because an ad network is publisher-focused, it doesn’t mean it’s a bad thing for advertisers. The same holds true for advertiser-focused networks; they can still be good for the publisher. At the end of the day, you need to work with the ad network that best fits your campaign goals and strategies.

All ad networks were not created equal, and all ad networks are not the perfect fit for all advertisers. If you are a brand advertiser versus a direct response advertiser, you will have very different needs and therefore will choose to work with very different ad networks.

Here’s what to look for and how to make the right decisions.

Author notes: Pam Stein is the CEO of Charlotte's Web Marketing. Read full bio.