Ad Networks, Zapped by ESPN, Forbes, See Uncertain Future
ADOTAS — In a bleak advertising landscape, ad networks might be the ones that will be either squeezed or shut out entirely.
Internet advertising spending is expected to have a 6.1 percent increase this year, mostly driven by search ads. Good for Google, but bad for those in the display ad business. A smaller pie will mean a tougher stance on what brand names say are third parties leveraging unique content to devalue brand value.
“The notion of selling somebody an ad based on a click away from a site vs. the engagement one feels on a content site — ESPN or elsewhere — undervalues or commodifies the experience that advertising is trying to achieve,” ESPN President-Sales Ed Erhardt told AdAge. “My sense is this kind of sales proposition is dangerous for advertisers and for agencies and ultimately for the media companies spending billions on content.
I imagine with large brands, such as Forbes, ESPN, etc., developing, keeping and selling heir own data is doable, but I’m unsure if that works long-term. And there are others who say that the death of ad networks are greatly exaggerated.Â
– Express your opinion, comment below.
No Tags
Article Sponsor
More News
-
Loading ...
Latest News
- Hulu’s Bringing Its “A” Game But… March 19th 2010 ADOTAS – Hulu’s sales team is actively subverting the ad [...] more »
- Yelp! A class-action suit? March 19th 2010 ADOTAS – One of three civil suits against Yelp filed [...] more »
- Viacom Accuses Google; Testing Digital Millennium Copyright Act March 19th 2010 Viacom has accused Google of turning a blind eye to [...] more »
- Google to Leave China April 10th? March 19th 2010 ADOTAS – According to the China Business News, Google Inc [...] more »
- [x+1] Creates The Smartest Tagging System Around March 18th 2010 ADOTAS – Today, if you happen to be at the [...] more »
- IAB’s Video Standards Tackled By ADTECH March 18th 2010 ADOTAS – ADTECH, a part of AOL Advertising and an [...] more »
- Google Search and Mobile and….TV? Oh My! March 18th 2010 ADOTAS – Google wants to dominate your screens…. Not just [...] more »
Features
- For Better or For Worse? March 18th 2010
- Yahoo! Wants to Get More Personal March 17th 2010
- Creative Considerations for the iPad March 16th 2010
- Amazon Leaves Colorado Affiliates Out in the Cold March 12th 2010
- Secret Salsa Recipe: The Best Digital Marketing Mix March 11th 2010
Spotlight
AdBidCentral’s CEO, Vivek Veeraraghavan Talks Openly*What was the inspiration to start AdBidCentral? The conditions that inspired AdBidCentral came from a variety of factors in my personal [...] more...
Reader Favorites
Classifieds
- Sr Director, Marketing Services
- Senior Web Analyst
- Account Director
- Director of Analytics
- Manager, Business and Trade Media Relations
Recent Comments
- Jedd Gould: I think you miss the point. Publications have to charge because the content most are
- Gavin Dunaway: They're similar, but Ning is more a competitor to Facebook and MySpace while StumbleUpon considers
- Steve Feldman: Does StumbleUpon compete with and does essentially what Ning networks does?
- Bulent: I wonder how many of the clients would accept a media plan, that would -as