ad:tech New York Session - So Many Networks, So Little Time—Actionable Advice on How to Best Leverage Digital Audience Networks

So Many Networks, So Little Time—Actionable Advice on How to Best Leverage Digital Audience Networks

The digital ad network landscape is diverse and complex, and advertisers must consider a variety of options, including hundreds of “traditional” online ad networks; next-generation, mobile and applications-based networks; media companies that are building their own vertical networks—and choosing or not choosing to work with third-party networks—and agencies that are building proprietary audience marketplaces. As a result, separating the wheat from the chaff has become a monumental task. This session goes beyond the hyperbole, claims of superiority and conventional wisdom of the role and value of digital ad networks and makes a concentrated effort to answer three questions:

What does the ad network and exchange landscape look like today? Seasoned experts offer you a comprehensive understanding of this rapidly emerging and evolving landscape. What is the outlook for the network and exchange landscape? Can you spot prevailing, clear trends in regards to pricing and quality of inventory? And is there any visibility as it relates to a widely expected industry consolidation?
What options are available for publishers considering third-party ad networks? Should some publishers forgo ad network relationships altogether and sell their own inventory exclusively? If working with ad networks makes sense for your business objectives, which ones should you use and why? What are the emerging business models, relationships and metrics that are gaining traction within the publisher/ad network relationship?
How should the buy-side view ad networks? Are all networks and exchanges created equally? Can advertisers use an ad network for branding or should they primarily look for qualified cost-per-action opportunities or general mass-scale advertising? What are networks doing to qualify and control the inventory in their networks as well as improve measurement and optimization capabilities? And will agencies continue to feel compelled to build out their own proprietary audience networks and why?

MODERATOR:
Lance Neuhauser, Executive VP, US Digital Director, PHD Network

PANELISTS:
Arnie Gullov-Singh, Executive VP, Product Technology & Operations, Fox Audience Network

Jeanne Houweling, VP, Business Development & Advertising Sales, PubMatic

Frank Addante, Founder and CEO, Rubicon Project

Ramsey McGrory, VP, Yahoo! US Partnerships, Yahoo Inc.

Joe Casale, CEO, Casale Media

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