More than 20 online ad networks are active in India. Is this a good development for an industry that is already fighting the challenge of lower ad inventory costs?
Amish Tripathi, National Head, Marketing and Product Management, IDBI Fortis
This is good for an advertiser. But is this bad for an online publisher? I wouldn't think so. Remember, once an opportunity to display an ad is gone, it's not coming back. So it's better for a publisher to get some revenue out of it than nothing.
Rajat Gandhi, Head, Zed Digital
Ad networks are often criticised for commoditising inventories. But the internet was always commoditised with many publishers chasing few advertisers. What networks have done is give publishers a platform to monetise inventory and help rationalise rates and create benchmarks for advertisers.
Another criticism is that ad networks are focussed on performance but that is the way online media works. It gives a platform that not only builds the brand but also creates a pipeline, enabling the brand to enter into a direct transaction with its audiences. Ad networks are going through a transitory phase. Gradually, we might see a shakeout in the industry leaving us with 4-5 dominant players only.
Rajan Srinivasan, Vice-president, Sales, Web18
Again, like any other business, eventually there will only be a few of these 20-plus ad networks who will power 80 per cent of the online advertising business.
Kiran Gopinath, Founder and CEO, Ozone Media
With the internet growing as a medium, the chunk of the internet ad budget will grow. Ad networks will give marketers the advantage of diverse audiences and start adding meaningful value to communication plans.
After going through the 'survival' period, each network will be forced to distinguish its offering and play up on analytical intelligence, technological advantages and a niche to cater to. With time, ones that occupy positions of value will unlock more value for themselves and their investors. Those that don't will either merge into the successful ones or simply perish.