MarketingVox reports that AOL’s Advertising.com will debut a rich media ad network.
Advertising.com CEO Scott Ferber sums it up:
“Until now, advertisers who wanted to run the most advanced rich-media ads had to hand-pick publishers that could handle them,” Advertising.com president/CEO Scott Ferber said in a statement.
“With a single ad buy and a single set of creative specifications, advertisers can reach millions of users each month across leading rich-media-enabled websites.”
I’d say that’s partially true, I know a few ad networks can handle rich media buys and only run them on their publishers who will take them, thus making the ad network do the work. That’s part of the value add for the ad networks.
There have been a few other rich media networks in the past that haven’t gotten very far, but perhaps they were too early. Has rich media reached the point yet where this is necessary? With Advertising.com associated with it, they may be able to make it succeed.