Understanding that the networks control much of the pulse of the internet, some of the best marketers on the web have intentionally experimented with how to use networks effectively. Rather than randomly throw any extra money at networks, these advertisers have discovered that carefully chosen networks can bring them new targeting capabilities, new video capabilities, new research capabilities, even new ideas they can use with their other media partners. Advertisers that have learned to treat a network as a strategic partner have seen important benefits.

That's why it's more and more common for advertisers to include at least one network in every campaign, and why certain advertisers have begun considering online advertising networks for their branding campaigns as well as for direct marketing.

In response, leading networks are now embarking on building an environment in which branding can be done for less, utilizing great sites purchased at great rates.