What would I change?
There is just one network that actually shows the sites they are running a campaign on (impressions, clicks, conversions, et cetera). I like knowing up front that my clients are running on reputable sites. It would be nice if all networks were more transparent.
One of the things we experience regularly is that most of the ad networks boast the same old claims: Let us pixel your confirmation page and we'll get to your CPA.
It seems that about only one out of 10 of them can actually deliver on this claim. And, the new miracle is the "retargeting pixel," which we haven't seen do one thing to boost conversions.
Then there's service. We would like to receive better proposals from networks. Most proposals that are sent by networks do not seem to be customized for each client or have a lot of creative thought put into them. Rarely do they include any new and different ideas.
What makes the perfect ad network?
Need I say more? See my above comments. If the networks could address these concerns, they would be much closer to the ideal network.