The use of “ad networks” surged from 5% of total ad impressions sold in 2006 to 30% in 2007, according to a study released Monday by the Interactive Advertising Bureau (IAB). The study found that a lack of adequate pricing tools and excess ad inventory have contributed to the growth of online ad networks. In addition, brand marketers continue to shift more of their ad dollars online and view ad networks as a way to achieve greater buying scale and reduce CPMs.
