This was supposed to be the year when ad networks would cease to exist, and when publishers would cut their ties. But, not only have we survived, we have also prospered.  In an article on MediaWeek.com, Mike Shields explains that although the poor economy has lessened demand for traditional use of display ads (branding), it has also caused a shift toward performance advertising and audience targeting, which gives ad networks a leg up in the industry.

Some larger, top tier publishers have made claims against the use of ad networks. However,  Shields explains that due largely to what he calls  “a growing bifurcation” in the online ad market between low-end and high-end inventory, “sites that are ranked below the top five or ten in a particular category simply can’t ditch ad networks.” Furthermore, a recent survey of online media’s major players showed that ad network use is on the rise.

Although the predicted “ad network shakeout” hasn’t happened, ad networks are still taking the opportunity to reevaluate and ensure continued success for the rest of 2009 and beyond. CPX COO & President, Rob Rasko, addressed what conscientious ad networks can do to accomplish this goal.

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