Ad Networks: Their Time is Here

I recently saw a colleague from a large network at a conference. She had a big smile on her face when she looked at me and said, “it’s great to be an ad network right now”. She’s right of course, because many of the large portals are suffering in this economy. Ad networks, with a wide array of flexibility in what they charge due to a diverse network of sites, and the media targeting and efficiency they bring to bear, are doing quite well in this down turn. It’s quite possible – a bad economy may be GOOD for digital ad networks if it causes the shift from tradition media to digital to accelerate. There’s a silver lining in every cloud. The death of the ad network is greatly exaggerated.