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Online Ad Networks Grow Reach, Appeal

Weaving profitable tapestries from ad remnants

Even the biggest Websites do not have the reach of advertising networks. Google, viewed by 70% of US Internet users, was just ninth on the list of top ad-supported media properties and ad networks in July 2008 in terms of reach, according to comScore Media Metrix.

Google, Yahoo! and other portals are keenly aware of the power of ad networks, which is why they have networks of their own.

The Interactive Advertising Bureau (IAB) and Bain & Company recently completed a benchmarking study of online ad networks, and found two main reasons for the networks' rise. First, available ad space is growing because of inadequate pricing tools and inventory management discipline, leading publishers to seek out ways to get some type of return on unsold ads.

Read more - eMarketer

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