Posted by Julia Casale-Amorim
Hundreds of ad network infants (founded in the last two to three years – a.k.a. the ad network bubble) all began with a similar objective: work with publishers and advertisers to maximize buying efficiency and inventory yield.
Despite this clear, seemingly sound objective, the mass proliferation of ad networks has lead to tremendous inefficiency and a tarnished perception of the value and “place” ad networks set out to occupy at the inception of their kind – effectively rebranding the ad network as “Chief Inventory Commoditizer”. While this label may be fitting for some networks, it is certainly not appropriate for all… Read the whole story >
The death of ad networks in the last two to three years was primarily because of handshake of smaller businesses with big established online brands.
Had large business brands with established offline presence contributed in a big way to online advertising, the issue of inventory utilization would not be major.
What do the others have to say on this?