There’s good news for ad-networks across the globe. A recent study conducted by Collective Media reports that 75% of the interactive agencies and advertisers who took the survey are looking at increasing their allocations to ad network by 5% while the remaining 25% said they would be looking at increasing it by 15%.
While the research is skewed towards the US , if trends are to believed then India should be looking at something similar. It will provide a respite while at the same time a further need for innovation within this domain in India. The Indian landscape is getting a bit crowded withe the number of players already on the scene though , all things taken into consideration, there are but 2-3 which can provide the scale and reach advertisers are looking for.