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Sarah Novotny is the Sr. Editor in Charge of 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.

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Advertising Networks Self-Analysis

Written on
February 27th 2006
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BURST!
http://www.burstmedia.com/

What makes your network the best?
BURST! Media is among the pioneering ad networks, and has established a reputation for quality sites, complete transparency, and media expertise. Built around specialty content publishers and our reliable AdConductor technology, BURST! maintains a quality network through rigorous acceptance standards (accepting less than 15%), continuous publisher auditing (over 350 per month), and technology-driven solutions. A well-regulated network gives advertisers peace of mind in running across all of our 3,400 sites, and allows BURST! to help advertisers and agencies plan down to the site level. Maintaining a core network without brokering advertising, BURST! can offer substantial reach (more than 1 in 3), flexible targeting options, and custom site opportunities.

What other network do you like/view as a competitor and why?
Advertising.com, because they represent a strong competitor focused on a sound business model, that has operated successfully for years. BURST! and Advertising.com are currently based on two fundamentally different business models. BURST! is an ad representative, and Advertising.com purchases and sells ad inventory in what they see as the most efficient means possible. Both companies have faced new entrants into our respective areas, and I think Ad.com has maintained their leadership by not only performing for advertisers, but delivering some value to publishers. Ad.com understands paying for more valuable content, and has not devalued inventory as much as some other ad networks. Likewise, BURST! Media represents the inventory of our sites for the highest value possible.

What technology/improvement would you like to see unveiled to make your network more efficient?
Consolidation in the video-on-the-web market would benefit both ad networks and the end user. Much like the early days of the Internet, as the barrier to entry in creating video content lowers, there will be another explosion of new content beyond the portals. Once again, it will be up to the networks to sift through this content for quality. However, a standardized platform would make it easier for ad insertion, and encourage users to begin generating and integrating video content for their sites.



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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