Online Advertising Networks Buyer's Guide 2008




Author: Richard Maven and Linus Gregoriadis, E-consultancy
Pages: 223 pages
Structure: Market trends and issues, 28 network profiles

About this Guide

This buyer's guide is aimed at those who are investigating the market for online advertising networks, with profiles of 28 leading networks.

This comprehensive report is particularly relevant for publishers, advertisers and media agencies who are interested in both display online advertising generally and networks and exchanges more specifically.


This report includes a valuation of the ad networks sector, a SWOT analysis and, like all our buyer's guides, the report also examines trends in the marketplace as well as guidance about how to select the most appropriate network or networks.

Trends in the ad networks market, covered in this report, include:

- Networks take larger slice of display advertising pie.
- Publisher-driven networks add to competition.
- Offerings broaden to provide one-shop-stop networks.
- Brands exploit behavioural targeting to increase RoI.
- Advertiser concerns increase despite increased regulation.
- Ad exchanges yet to gain traction among networks.

The 28 networks profiled are:

24-7 Real Media, AD2ONE, Adconion, Adknowledge, AdLINK Media, ad pepper, Adsmart,, Adviva, Burst Media, Casale Media, dgm, DRIVEpm, .Fox, Indoor Media, Media Initiatives Group, NebuAd, Oridian, Phorm (exchange), Sky Digital Media, Tacoda, TradeDoubler, Tribal Fusion, Unanimis, Utarget.Fox, ValueClick Media, Wunderloop Connect (exchange) and The Yahoo Network.

Who is this Guide for?

It is primarily aimed at publishers, agencies and advertisers who are interested in ad networks. It is also relevant for others, including networks themselves, journalists and analysts, who want to research this market.