Ann Balboa is principal and media director for Orange 22.
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What would I change?
One thing I would change is to require transparency in the site partners list. Our clients want to know where they are advertising. I'd also want the network to work through the agency or keep us central to communications with the client. So many times they are making different recommendations to our clients than the ones they are showing us. So, some synching up there is definitely needed.
 
What makes the perfect ad network?
Here are the things that I think make the perfect network:

• Large volume across all broad and vertical cuts, including deep behavioral segments.
• Ability to partner on DM or branding goals.
• Multiple cost models: CPC, CPM, CPA.
• Ability to reverse-model based on demographic or behavioral actions.
• Ability to purchase ads contextually through keyword phrasings.
• Superb targeting ability: dayparts, frequency capping, demo targeting, behavioral, domain, et cetera.
• 3 days of free focus testing (creative, targeting, et cetera) with any $20K or larger buy.
• Reporting on reach frequency metrics.
• Ability to control SOV across specific demographics/behaviors.
• Extensive reporting on demo, behavioral segments.
• Ability to accept all types of media, rich media, video, et cetera.
• Ability to customize advertising across the network (custom sponsorships, et cetera).
• Sales representation that is experienced and knowledgeable about the client's markets/products and how to use the network to optimize to client goals.