Online Ad Networks – Is “Reach” really what you need?

Each year, comScore publishes the top ten online display advertising networks in the U.S. by reach, but with today’s focus on local marketing, is “reach” really better?
If your budget is big enough, then you need reach, especially with hyper-targeting, and selecting 1 “finite” Ad Network and 1 point of contact may make overall sense. But for most businesses marketing online, a well-planned online advertising strategy lessens the important of total reach and emphasizes audience-targeting and organized data analysis throughout the online advertising campaign. Vast Interactive serves as a single point of contact for multi-channel online advertising campaigns for businesses and agencies, including several ad networks as well as direct-to-publisher sponsorships for maximum engagement and value (that’s better than “reach”).
Top U.S. Online Ad Providers, May 2011 from ClickZ