The ad network industry is changing rapidly. In the past six months, there has been a simultaneous explosion and consolidation of ad networks. Google's acquisition of DoubleClick in April of this year sparked a flurry of consolidation that shows no signs of slowing down. While Microsoft let DoubleClick slip through its fingers, it quickly acquired aQuantive in May. Around the same time, Yahoo! acquired RightMedia and WPP Group bought 24/7 Real Media. More recently, behavioral networks such as TACODA and Blue Lithium have been snapped up by AOL and Yahoo, respectively.

As major media companies such as Google and Time Warner acquire smaller ad networks, it lends greater legitimacy to an industry once known as the repository of remnant inventory. But how does the flurry of M&A activity affect media planners and buyers? Will it significantly change their day-to-day jobs? Will network consolidation offer new capabilities or lead to greater confusion?

Author notes: Marissa Gluck is co-founder and managing partner at Radar Research. Read full bio.