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Often times when you talk about ad networks your comments are met with a look of skepticism. It’s as if ad networks are the used car salesmen of the digital world.

Here are typical comments I’ve heard about networks:
1. You can’t trust them
2. They only deliver remnant inventory
3. Inventory is delivered below the fold in obscure areas
4. You can’t target where, when and to whom your ads are delivered
5. Ad network buys are against our policy

If you are one of the skeptical ones, may I just say, “Doesn’t everyone deserve a second chance?“ Ad networks have evolved since the early days when the Internet was the Wild Wild West. Networks now offer sophisticated behavioral and re-targeting technologies. And, networks are specialized. There is a network out there for whatever you may need, whether it’s ensuring your ads are only delivered on tier one sites or delivered adjacent to editorially relevant articles or delivered to 98% women. Networks offer reach and efficiencies that a single site placement cannot. (Which, given the current economic climate, is a major factor.)

I always sympathize with network sales reps. They start on an uneven playing field and have to work that much harder to be considered for a buy. But because of this, they are often the most helpful. They are eager to brainstorm and to strategize, and they are more than willing to be held accountable for results. So let them. Define your objectives and test a campaign before you jump to a conclusion and rule out a network partnership. I am not suggesting that partnering with a network is appropriate for every client or every campaign but it is a great option given the right objectives and target audience.

Final food for thought: Ad networks are being scooped up by the biggest brands in the digital world for millions and even billions of dollars. Shouldn’t that tell us something?

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