BrightRoll Blog

By Tod Sacerdoti

June 18, 2009

When a media buyer decides to buy online video ad space, she or he is first faced with the challenge of finding where the scalable, high-quality, targeted inventory lives. Is it with the publishers, portals, or ad networks? With experience, buyers learn where the “money card” is, and it’s usually not where they originally thought.

We recently conducted an ad agency survey in which we asked 150 video advertising media buyers where they were most likely to buy video inventory today. In contrast to the display advertising business, in which portals dominate, survey respondents indicated they were much more likely to buy inventory either directly from an ad network (41 percent) or publisher (51 percent) than they were from a portal (8 percent).

Why is this? The reasons are due to key differences between the display and video medium.

To read the rest of the post, visit iMedia

By Lewis Rothkopf, BrightRoll’s vice president of network development

June 8, 2009

Go ahead and Bing the phrase “ad networks are bad.” You’ll see 33,300,000 results.

Now, Bing “ad networks are good.” As you were expecting, far fewer results. Right? No. 86,300,000 results with the words “ad networks” and “good” in close proximity.

Why? Because although it is in vogue to  trash the ad network business, networks play a crucial role in the advertiser/publisher ecosystem. This is particularly true in the video space.

To read the rest of the post, visit MediaPost’s Video Insider