Blind ad networks are synonymous with obstacles and uncertainty. Here's how to work around their limitations and reach your audience.

Blind ad networks get a bad rap. Of course, they come with multiple limitations for media planners and cause numerous problems when ad agencies try to use them on behalf of brand-conscious clients. But this reputation is in part the result of ad networks being put to the wrong use. For a certain type of campaign, blind networks can be a powerful tool. It's a matter of accepting their limitations and leveraging them for what they can offer -- volume and a wide price range.

For example, one client's campaign success rates were measured by the cost-per-download of a browser-based toolbar. The campaign necessitated large amounts of inexpensive traffic to hit its aggressive CPA goals. In this case, the client sacrificed branding to a large extent, knowing the cheapest inventory would come from blind ad networks. As far as the client was concerned, if the CPA targets were achieved, it did not matter where the ads were showing up.  

Brand-centric campaigns, on the other hand, require contextual relevancy and brand protection systems. Imagine an ad for a conservative politician showing up on a social network page next to pictures of drunken teenagers. To avoid scenarios like this, advertisers looking for more than contextual relevancy should look elsewhere. 

However, there are ways of getting around the obstacles of buying blind and navigating the rigidity of blind ad networks.

If you are a big brand with significant budget, a blind network may allow you to hand-select ad placements, possibly at a slightly higher rate. Few networks would let site selection stand in the way of securing a large budget, especially when portions of their inventory go unsold.

Also, leveraging targeting technologies supported by leading ad networks can help advertisers target the right audience and secure suitable ad placements. 

• Contextual targeting This kind of content- and category-related targeting is used by advertisers to reach users based on their online habits. One client, a baseball memorabilia company, employs contextual targeting to ensure their ads only show on pages featuring baseball-related content. 
  
  
• Re-targeting This tool is used to re-introduce a brand or product to consumers based on their previous exposure to an advertisement. This tool is especially useful when consumers take time to research and contemplate purchasing a certain brand. If a user clicks on an ad for a mattress company while researching, the network will register this action and serve the same or a similar ad when that user re-enters the network at a later date. At this time, the user may have already contemplated this product and may be ready to make a purchase. 
  
  
• Behavioral targeting Many ad networks offer behavioral targeting capabilities, allowing advertisers to target users that have shown an interest in a particular product or service.
  Another client, a knitwear manufacturer, could buy on a blind ad network with their demographics in mind (in this case, women ages 18 to 34) and buy inventory on that basis alone. Using behavioral targeting, you can more accurately segment your audience to reach women in the same category who also shop online, visit fashion sites and show an interest in knitwear. The former will result in a more efficient campaign and more effective ad spend. 

Blind ad networks can be a very useful tool in a media planner's chest, but only for clients who are willing to forego the branding aspect of a display campaign. CPA and aggressive direct response advertisers should find significant value because of the high volume of categories and wide range of affordable CPMs offered.

The effectiveness of blind ad networks lies in their low cost and high reach. If you expect much else, you are bound to be disappointed. 

Dan Ballister is chief strategy officer at Market Maker Interactive.