Whether or not they are regularly part of your media strategy, many marketers are exploiting some interesting techniques to drive their campaign performance.

In recent years, the ad network model has proven to be one of the largest, most cost-effective and optimized platforms for delivering scalable online advertising campaigns. Now, at the behest of their clients, large networks are extending their offerings to increase this performance.

Here are five techniques to better use ad networks to improve your current campaign performance. While not all of these techniques are necessarily new to online advertising, some have gone beyond their originally intended uses, and others should be revisited for their ability to drive overall campaign performance. 

Author notes: Tony Winders is VP of marketing at ValueClick Media. Read full bio.