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Businesses Shift Marketing Dollars From Portals to Ad NetworksBusinesses Shift Marketing Dollars From Portals to Ad Networks
<a href="http://www.nytimes.com/2008/04/21/business/media/21online.html">The New York Times</a>
1 Min Read
The slowing economy is changing the way some advertisers spend their online dollars.For companies like Yahoo and AOL, the prospect doesn't bode well for their traditional display advertising businesses. Ad networks, which sell display advertising across a group of often vertically related Web sites, "are growing much faster than the general graphical advertising industry," according to a JPMorgan Chase report. Their prices are much lower, and improved technology better matches ads to likely buyers.
In 2007, revenue from the top 20 ad networks accounted for 14 percent, or $2 billion, of the display advertising market, according to a JPMorgan analyst. To be sure, the industry's bigger players have taken note, including Yahoo, which bought ad network BlueLithium; AOL, which bought Tacoda and Quigo Technologies; and Microsoft, which bought aQuantive.The New York Times
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