Ad networks raise profile with targeting

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

BtoB, 3/14/11

Ad networks, for some time considered the poor stepchild of the media buying world, may be enjoying a rebirth by offering new behavioral targeting techniques, hyper-rich media and mobile geo-location capabilities.

“It’s fair to say that, for the b2b world, ad networks are bringing an added level of prospect data to understand the industry someone works in, their level in the organization and more,” said Terrance McDermott, media director with b2b agency Slack and Co., Chicago. “Ad networks now are often the first step in large media buys. They are no longer restrained by just selling excess inventory.”

Ad networks aggregate ad space on numerous websites. Once known primarily as a way for publishers to fill space they couldn’t sell or to place on other websites excess inventory they couldn’t find room for, ad networks are becoming more central to many marketers’ media-buying plans.

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