Differentiating Ad Networks

Over a year ago, I wrote a piece on what buyers want from ad networks.  (I’d link to it, but iMedia’s site is under maintenance.)  After I wrote it, quite a few of my ad network buddies noted that I kept stressing how important it was for ad networks to be able to differentiate themselves from one another.  Such a thing is easier for the networks that own their own ad serving or targeting technology.  But what if you’re one of the kajillion networks out there who outsource ad serving and targeting tech?  What else can be your differentiator? Hmmm…

Advertisers want to know that networks are protecting their brand from inappropriate editorial environments, and they also want to know that they’re comfortable associating with the various publishers contributing inventory to the ad buy.

Is the quality of the editorial environment of affiliates one of the only real differentiators left?