Perhaps the most critical mistake many marketers make is to misunderstand what the web can do for them and how the various online channels can work together.

While there is a time and place for online marketplaces such as ad networks to achieve mass reach (and perhaps unload remnant inventory), some of the best online campaigns we see today could never, and would never, be purchased in an online marketplace, ad network or auction.

Often it takes having several phone calls and meetings -- and not just an RFP blasted out to 50 sites -- in order to create the most effective media plan. Marketers and online publishers truly need to become partners to create a campaign that will perform the way it should.

Here are three ways that marketers can break through the clutter, get products noticed and make an impact with advertising.