Chris Dessi - Vice President zanox, Inc

Working with a performance based ad network can make you a superstar, or can get you in the hot seat quicker than you can say Vonage.

Here are a few tips that will help you as the advertiser get back into the control seat. Networks have a tendency to promise the moon, and deliver a hunk of cheese. Don't let this happen to you. Work closely with the right partner and you'll reap the rewards. Give up that control, and they will send you a bag full of useless leads that will kill your entire marketing budget. Be smart - understand your allowable acquisition and get in front of a few different networks. Ask lots of questions and insist on the following - and you'll be fine.

1. Demand full disclosure and transparency - If your brand is large enough they will offer it. If not, find a partner that will. You need the control of knowing where your ads are running.
2. Request certain hand selected publishers receive a higher payout (at the networks expense - reduced margin) to drive more volume.
A. Make sure payouts are listed privately - so you don't anger other publishers running the offer
3. Insist that the appropriate checks and balances are in place
A. List the number of leads you're willing to pay for in a set time frame - ie, if a publisher generates 2000 leads over the weekend, but you've capped the offer at 1000 leads - you're not held responsible - PUT THIS IN WRITING IN THE CONTRACT
4. Set weekly conference calls - If you think there's nothing to discuss, think again - something ALWAYS comes up
5. Don't be bullied into unfavorable payment terms - Networks are HIGHLY competitive, and they need your business.

Go get em!