13 Oct 2010 |
Ad networks vs. Display: What does the future hold?Written by October Newsletter |
Ad networks vs. Display: What does the future hold?
There has been much debate recently on the subject of ad networks and their ability to survive, with such significant advancements in display advertising taking place. The advancements mean more transparency, efficiency and - above all - flexibility and control over display campaigns. While many experts seem uncertain on the future of ad networks as a buying model, WPP has stated its intent by planning to build and use its own networks - as opposed to a third party. MEC Opinion: Can the ad network model fit into a picture that contains a WPP-owned and optimised internal performance framework? There is a possibility the group could use publishers to directly to build their inventory further - removing the need for ad networks. These possibilities are only reinforced when you consider WPP's position as one of the largest display buyers in the industry through its OpCo's. All the above adds up to a significant chunk that could potentially be missing from Ad Networks revenues later - making it an incredibly important issue to keep track of. To offer some level of scale, if ad networks did become defunct, it would essentially mean around 75 per cent of the online industry would potentially end up redundant. |
