comScore’s report include this encouraging stat:
Platform-A, the AOL ad network that combines Advertising.com, Quigo and Tacoda, served ads to 170 million U.S. Internet users in March, representing 91 percent of the total U.S. online population, to rank as the top ad network. On a stand-alone basis, Advertising.com would rank as the top ad network with a reach of more than 167 million Internet users.
Yahoo and Google rounded out the top three:
Broad reach wasn’t the only thing comScore looked at: they also examined some selected niche advertising networks, with reaches of less than 10% each. The specific networks comScore selected to monitor are perhaps not as interesting as their analysis:
“The reality is that advertisers have different objectives with their online campaigns,” added [comSCore VP Jeff] Hackett. “While some are focused on broadening the reach of their brand, others prefer a more focused approach that can deliver a higher frequency. The emergence of these niche ad networks represents an evolution for the online advertising industry that is giving advertisers more precise targeting and better control of their online campaigns.”
It’s good to remember that reach isn’t always everything—targeting can be more important than reach, depending on your goals, of course.
What are you looking for in an ad network: covering the whole web or appealing to the few, the (hopefully) targeted?