Is this a crisis or an opportunity? Within this market tightness (few were willing to call it an all-out crisis); the solutions outlined in this article only scratch the surface.

A number of people came forth with suggestions for resolution.

• Niche networks: If you are looking for targeted inventory, consider the niche network availabilities: Tacoda and Revenue Science from a behavioral standpoint, Broadband Enterprises for Video, and Jump Start Automotive for the auto marketplace. There are many more of these options.
• Audience development: This was practiced in the 1998-2000 era as sites were growing and needed to attract audiences. Sites with insufficient inventory would are advised by many to start aggressively increasing their ad spend to attract new audience.
• New technologies: Rovion is a great example-- blue or green screen video that can ride over an existing page, and low production costs and results in inventory where none existed.
• Lead time: There seems to be no replacement for adding 30 to 60 days more lead time to your planning cycle if you are having problems getting acceptable inventory.