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 >