Forrester Report: Ad Networks for Brand Advertisers

I was happy to see Brand.net was recommended in a recent recent research report from Forrester Research entitled “Ad Networks for Brand Advertisers”.  Forrester’s research suggests that as brand marketers focus on doing more with less, Brand-focused ad networks are a good solution driving increased efficiency and decreased cost without sacrificing quality or control.  The note is fairly brief, but includes some valuable advice for online brand marketers evaluating networks.  In particular,  Forrester recommends careful vetting of potential network partners.  In a crowded ad network market it’s important to separate the networks that can deliver against complex brand requirements from those with more DR-focused capabilities.  Good advice.

The summary of the report is available here.

About Andy Atherton
I am currently an SVP at AppNexus. I previously spent four years as COO and cofounder of Brand.net, a pioneer in programmatic reserve technology and leading digital media buying solution for top brands. Prior to Brand.net, I was Vice President of Pricing and Yield Management for Yahoo!, responsible for maximizing monetization of a global portfolio of display inventory worth $2B annually. Beginning in 2002, I created, developed and globalized Yahoo’s PYM function over a period of five years. Prior to Yahoo!, I was president and cofounder of Optivo, a venture-backed start-up that developed price optimization software for e-commerce retailers. More on LinkedIn...

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