Conclusion
While the resurgence of the ad network model is good news for the overall health of the online advertising industry, marketers must be able to discern the hype from reality.
By incorporating a few smart clauses into their campaign terms, marketers can protect themselves against excessive waste and improve their performance significantly.
Additionally, advertisers should be open to experimentation, while remaining skeptical of channel targeting claims. Negotiating a few points of leverage will allow you to maximize the value of ad network buys and better communicate with potential customers.
