5. If you don't use ad networks, why not?

Dave Chase, CMO for AltusAlliance:
Our use has been limited as we are interested in creating brand associations with our ads rather than just buying ads by the ton.

6. What would ad networks have to change about the way they work in order to attract a client like you?

Keith Pieper, director of performance media at Universal McCann, on online campaigns for client Microsoft:
Price and scale are the primary factors for including ad networks on media buys. However, it would be nice to see additional differentiation in product offerings. For instance, we have yet to see a major B2B ad network out there. Or how about a custom ad network for each advertiser based on a vertical niche?

Valerie Constable, director of media at Kaiser Permanente:
Because we're a regional player, we geo-target, so ad networks have to have geo-targeting and site selection. Being able to have more to say on where we are placed on sites would add value. Oh, and of course customer service is very important. We love when reps educate us about their new opportunities so we can take advantage of them and be included.

Katelyn Himes, manager of online marketing for La Quinta Inns & Suites:
As a brand, I speak to about one new ad network per day, and with so many choices out there, it can get very overwhelming. Ad networks need to find a niche. All ad networks claim to have the same value proposition: "Quality traffic, enhanced targeting, account management teams, best inventory, etc." The truth is that the overlap across most major networks is between 60-80 percent or more. With that in mind, ad networks need to take the time to stop the battle and demystify the landscape. What are the true differences outside of what everyone else is saying? In speaking for all other brands out there, if we had a list of all ad networks in one place with the true unique core competencies of each one, it would really help brands holistically understand the uniqueness and pros and cons of each network. I encourage the networks out there to take up this challenge.

Kyle Sherwin, media director at Sony BMG:
We can't know with full confidence that we're getting equal distribution on all the sites within a network, so we need better auditing on a property-by-property basis. But it's a trade-off because we're working with remnant inventory that has its financial advantages. Beyond that, I think networks will have to start organizing segments of unique real estate outside of traditional media placements or offer custom programs that will give us the creative or specialized presence we're looking for.

Correy Honza, director of internet marketing for Quiznos:
It's hard to muddle through all the different ad networks because it seems like there's a new one created everyday. They need to promise a certain number of impressions.

Dave Chase, CMO for AltusAlliance:
By providing the best of both worlds: reasonable ad prices and reach with quality sites.

Katie McCormick, web manager at Revlon:
The problem is there are so many ad networks that it's hard to differentiate between them.