Reach and Targeting Reasons Most Media Buyers Use Ad Networks

A large plurality of media buyers and planners are relying more on ad networks today than two years ago, with 42 percent of those who use them saying they now spend more with those networks than they did in 2003, writes MediaPost (via MarketingVox), citing the results of a ValueClick Media/FastClick study. Some 30 percent of respondents reported spending unchanged from two years ago, 16 percent said ad network spending had declined, 12 percent said they did not know.