Features

Advertising Networks Self-Analysis

Written on
Feb 27, 2006 
Author
Sarah Novotny  |

They’ve been a boon to publishers and cross-network buyers since the online space became aligned with earning revenue. But what exactly makes an ad network so beneficial to its clients? Who are the top ad networks today, and who do they view as the competition?

While we at ADOTAS would normally be privy to answering these questions through our own analysis and hypotheses, we decided it would be best to let the networks speak for themselves. In our first-ever online advertising network survey, senior-level representatives from many of the top-ranked ad networks including the likes of Advertising.com, Valueclick Media/FastClick and Tribal Fusion, gave us the inside scoop on what makes them the best, what could make them better, and who they consider to be their rivals. Keep in mind, this survey is admittedly a forum for ad networks to talk about themselves and each other.

While all of the networks involved, not surprisingly, ran at the chance to tout their own growth, getting real answers about their competitors took a bit more convincing. A few that did offer criticism and praise regarding their competition more often than not pointed to Advertising.com as their largest and most praiseworthy opponent, while interestingly enough they could not offer answers to the same question.

As for what technologies and improvements these ad networks were interested in seeing rolled out, a majority pointed in the direction of further advancements in behavioral targeting optimization in addition to showing a strong interest in tapping into new mediums including wireless, user generated content and blogs.

We at ADOTAS are very interested in hearing our readers’ thoughts and comments on these ad networks’ responses and welcome further responses from those who did not initially show interest in being involved. We would also like to open the forum for suggestions on further surveys going forward and look forward to reading your thoughts.





Sarah Novotny is a contributing editor at Adotas. Sarah grew up in San Jose, California. Her educational and professional career have taken her to both Los Angeles and New York City where she received a B.F.A. from NYU. As a writer, Sarah has free-lanced for various publications focusing primarily on traditional advertising and media reviews. When not writing and editing for Adotas, Sarah is continuing her acting career in various theatrical and film/television productions.

Reader Comments.

Where did you find some of these networks? Contextweb has had numerous financial problems and paying publishers. I don’t know of any site that uses them. I would call them or BlueLithium a major ad network. The others, I can see as leaders, but not these two. What about other networks? I remember when Adbumb (B.F. ADOTAS) did reports on smaller upcoming networks. Why don’t you expand on those networks? This review is almost a mirror review on the one done over at Mediapost. You really need to think outside the box. You guys used to do this. J.M.O.

Posted by Joey | 7:28 pm on March 1, 2006.

Directa Network
http://www.directanetworks.com/

What makes your network the best?

Directa Network serves 2 billion monthly impressions mainly in Latin American and US Hispanic markets.

We are unique, because we are the leading performance-based Ad Networks focuesed in spanish & portuguese speaking countries.

On the publisher side, we are better monetizing Inventories (100% inventory %fill + Highest eCPM).

On the client side, we are better helping direct response advertiser to acquire a Huge Volume traffic, leads & customers in spanish & portuguese speaking countries. Moreover we help advertisers to target US audience through US IP filters in international publishers.

What makes your network the best?
-Service is very customer oriented, it’s very important to outperform on payments, reports, and rates.
-Rates we pay publisher(s) are high compared to others because we optimize better
-Optimization is extraordinary to drive real-time performance

What other network do you like/view as a competitor and why?

We like Oridian and Advertising.com

What technology/improvement would you like to see unveiled to make their network more efficient?

I’d like to see a full interconectivness of networks to build a ad marketplace.
Through that ad marketplace, each player will generate value added through its skills, ability and market focus.

Posted by Ariel Arrieta | 11:50 am on March 2, 2006.

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