With countless ad networks claiming to be "premium," Undertone Networks' president/CEO defines what the term should stand for.

There are so many different types of ad networks out there: rep firms, revenue share, pre-buy, ad exchanges, vertical, long-tail, premium and more. Each has its own value and is the "right" type of network to choose based on the goals of an advertiser and the campaign.

These days, there seems to be a lot of discussion about premium ad networks, particularly as more Fortune 500 marketers are coming online and because branding with an ad network is not the foreign concept it was a few years back.

I was prompted to write this article when I met with the SVP of media at McCann in Detroit, John Vaglia. During our presentation, John asked the question (and I am paraphrasing) "So many ad networks are defining themselves as 'premium,' what does that really mean?"

Indeed, many networks throw the term around casually and claim premium status to get business. However, they're not able to deliver the kind of inventory, products, customer service and accountability that's required when you are calling yourself premium. With more content than ever on the web, fragmentation and content quality are serious issues for online advertisers that are demanding better solutions. That's where a premium ad network comes in.

So let me tell you how I defined premium to John. 

First, a premium ad network is committed to getting advertisers on high-profile, well-established online content websites. These sites are typically defined as the digital properties of well established media companies and elite digital-only publishers.

As more networks attempt to position themselves as premium, few are able to deliver on the promise of offering consistently high-quality content from the top websites. For both brand and direct response advertisers these online content brands attract high-end consumers who are more likely to engage with the content, stay online longer, conduct diverse transactions and, overall, are more comfortable interacting with advertisers. This dynamic allows for fewer higher quality ad placements; which results in a win-win-win situation for publishers, advertisers and users. Not to mention it is a much safer environment for an advertiser and its agency, especially an advertiser with a particularly strong brand.

A true premium network also focuses intensely on accountability. It's highly attuned to managing client expectations and becomes a partner rather than just a vendor. A premium network understands that working with Fortune 500 advertisers and leading agencies is very different then executing CPA campaigns for lead-generation businesses. While a premium network will absolutely focus on results, it will not do so to the detriment of the brand. Because a company's image can easily be tarnished through inappropriate marketing technique, a premium ad network will always pursue programs and initiatives that are in the best interests of the advertiser and publisher, and that aren't just about hitting revenue targets. For example, such a network will offer realistic projections of inventory opportunities in partnership with the client. This means that because of the relationships a premium network has with its publishers it can deliver the inventory and impressions it has promised and contracted.

In addition, providing superior customer service is a key differentiating feature of premium ad networks. This means going beyond merely paying lip service to cultivating good customer relationships, and facilitating open and effective communication. It also means being proactive with feedback and intelligence, reporting and analysis and having the staff to support the service. When we say premium, it means going above and beyond average levels of customer service.

Moreover, a premium network will steer clear of purchasing inventory from other networks or exchanges, and maintain direct relationships with publishers. Here too, superior customer service comes into play. With more user-generated content than ever on the web, the role of the premium ad network as advisor becomes more significant. If an advertiser is paying premium rates for high-quality sites, chances are, it doesn't want to run bottom-of-the-page ads that no one can see on a social networking site. By using a premium network, advertisers trust the network to ensure that their brands won't be exposed to sub-par content, and that impressions won't be wasted.

A premium network will also provide value-added services to its advertisers. For instance, recognizing the importance of research and commissioning comprehensive studies (i.e., through Dynamic Logic or InsightExpress) to measure the effectiveness of online campaigns. The findings from such studies can be tied into weekly status reports and calls in which campaign insights and trends are shared.

So while marketers have the ability to choose among many networks there is a difference; and while a network doesn't need to be premium to be part of your media plan, don't let just any network throw around words or buzz phrases that are merely used for competitive purposes.

In sum, my answer to John is a premium ad network is extremely accountable, focuses on the highest quality publisher and advertisers, offers great technology, and the service to match. And if you are like John, and your clients care about where their ads run and the experience they get, then a premium ad network is for you. 

Michael Cassidy is president and CEO, Undertone Networks. Read full bio.