Advertising Age: Why ad networks are surviving

Venture capitalist Warren Lee discusses last year’s prediction of an ‘apocalyptic shakeout’ of US advertising networks.

Instead, despite the economic downturn, ad networks are surviving, he says.

The impact of increasing online usage has changed relationships between advertising networks and publishers – but not all for the bad, he explains.

“Fundamentally, I would argue that the ad-network model still makes a lot of sense today and can be quite resilient. In particular, those ad networks that develop proprietary technologies and offer truly differentiated solutions are the ones most likely to be successful,” he writes.

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