Another big differentiator between rep firms and ad networks is the level of programs you can execute with them. And much of this is dependent on the goals of the campaign.

Representation firms
Since they typically rep only a handful of sites and are usually a major source of revenue for these sites, they will not just sell banners. They will work with advertisers to create custom sponsorships and all types of integrated beyond-the-banner solutions. Many of the hybrid ad networks (described earlier) will also do this, such as Tribal Fusion and 24/7.

Ad networks (pure and hybrid)
Pure ad networks, particularly those that follow the arbitrage model and do CPA deals, tend to sell banner buys. These banner buys are very focused on an ROI result and are aimed to meet goals typical of a DR advertiser. So with the main objective not being brand building or message association, there might be less of a need for beyond-the-banner solutions.

With the more hybrid networks, you will likely be able to fulfill both brand and DR goals. Since their agreements with the publishers are more concrete in most cases, their ability to go beyond the banner is stronger.

Your program goals
When thinking about the goals you are trying to achieve, this will help guide you in the direction of what kind of network you want to pursue. With more DR-focused goals, you might be more inclined to work with the larger networks with the ability to execute CPA deals. But don’t rule out the rep firms and hybrid networks (which don’t do CPA deals). They may have sites that will fit well into your plans based on relevancy of the site’s content to your product.

With more brand-based goals, be sure you are working with networks that will be 100 percent transparent with the sites your ads will run on and allow you to exclude certain sites, if need be. Typically, the best route is to go with networks or rep firms that create custom channels for your brand (or have existing custom channels).

For example, say you are a travel advertiser; you are very concerned about your brand and that you only run on sites you know ahead of time. You are concerned with driving transactions but also want to build brand awareness while you drive sales.

First, you might consider a more niche network such as the Travel Ad Network. It has the content you are looking to be associated with, since you are looking for people interested in travel, and you can create beyond-the-banner solutions as well as target to the right mindset. You might also talk to TACODA Systems, for instance, since it has a custom channel targeting users who have exhibited travel searching/shopping behaviors but reaches those users on all sorts of sites, expanding your reach even further.

There are likely a handful of other good options; just make sure you talk to all the potential suitors that seem to make sense. Be sure they understand your goals and you understand how they operate.