“To date, industry- and advertiser-level trending and data analysis for [ad] networks, as well as insight into the source of such display advertising, has not been available. Our reporting will now enable further growth and utilization of these networks by providing insight into the volume of network advertising running across the 4,500 premier, top-tier and local sites in the U.S. and Canada that Kantar Media monitors,” Mark Nesbitt, president of Kantar Media's Intelligence sector, said in a statement.
Kantar said its reporting will help advertisers and agencies see which brands are running on which networks. “Duplication reporting” will also allow buyers to better optimize network buys.
Kantar said ad networks account for 22.1% of ad impression delivery on the sites it measures. That means that publisher direct placements account for 77.9% of ad placements.
The Fox Audience Network accounted for 34.7% of ad network impression delivery, Kantar figures showed. The next three ad networks were: AOL Advertising Network (23.4%), ValueClick (14.0%) and 24/7 RealMedia (13.6%).