Why 2011 is the Year of the Ad Network; Or, Why Nobody is an Ad Exchange

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Adexchanger, 12/6/10

What’s an ad network anyway? Some would say: an entity that manages yield for both publishers and advertisers, and cuts checks to publishers that are a percentage share (usually fixed) of revenue of deals they source with advertisers. I’m not sure if there’s a different name for a company that just decides what percentage they want to pay to their publishers based on whim, but I still think it’s an ad network, and, 2011 is going to show us again just how powerful and persistent this model still will remain. Here’s why:

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