The Aperiam Podcast From Opaque to Essential: The Return of the Ad Network
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Sep 3, 2025 Join Erica Criss, an ad tech and marketing expert, as she dives into the surprising resurgence of ad networks. The conversation reveals how today’s ad landscape is again resembling network characteristics—from retail media to mobile gaming. Erica discusses the evolution of managed services, enhanced by AI and offering newfound transparency. The podcast illuminates the role of the middleman, now adding value through better data and automation, proving that ad networks are far from obsolete—they're essential once more!
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The Network Model Is Back
- Erica observes that many modern businesses (retail media, CTV, gaming) now act like ad networks by aggregating inventory, demand, and data.
- She argues the network model has returned because those three functions form a durable business archetype.
Pressure To Pick A Side
- Erica recalls being told at Opera Media Works/AdColony to choose buy side or sell side, marking stigma against networks.
- Corey recounts turning down a CEO offer because the company planned to sell its DSP to avoid being both DSP and SSP.
Networks Versus Platforms
- Joe separates platforms and networks by transparency and the clarity of pricing and actions.
- He highlights that networks historically had informational asymmetry and opaque arbitrage margins.