Study: Future of Ad Networks Uncertain
ADOTAS – The wide-scale acquisition of third-party advertising networks in 2007 have created a one-stop shopping atmosphere that may not last, a recent report by JupiterResearch finds.
The so-called “big four” – Google, Yahoo, MSN and AOL – captured 60% of U.S. interactive advertising spend in 2007, but only 23% of online advertising using large networks think they’re more cost-effective than individual sites.
“The impetus for acquisition is obvious — for the conglomerates, the potential to improve their portfolio of offerings to both advertisers and publishers as well as overpower their competition theoretically lies in the control of ad servers and ad networks,” Emily Riley, online advertising analyst and lead author of the report for JupiterResearch, said. “Success will vary depending on expertise in sales and operations as well as across technology and inventory offerings.”
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