Most Active Articles 2009-11-25T16:53:49.823-05:00 Business Exchange Business_Exchange@businessweek.com urn:com:businessweek:bx:topic:most-active:ad-networks Jessica Sibley jsibley623 urn:com:businessweek:bx:article:455826890421317531-23fc18a8d770efbe55a7ba0e1009f14c 2009-11-03T08:40:54.421-05:00

Trick or treat! Before I open the door to hear that perennial cry, I often wonder what's behind my door. Could it be a cute, innocent, costumed child hoping for a sweet return for his or her efforts? Or this time will it be a masked teenager with a malicious, hidden agenda -- just looking to get some loot? Oddly enough, this is what advertisers and agencies experience every day when they buy across networks and exchanges.

Trick or treat! Before I open the door to hear that perennial cry, I often wonder what's behind my door. Could it be a cute, innocent, costumed child hoping for a sweet return for his or her efforts? Or this time will it be a masked teenager with a malicious, hidden agenda -- just looking to get some loot? Oddly enough, this is what advertisers and agencies experience every day when they buy across networks and exchanges. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=116638 Jenn LaRocco jlarocco496 3 1 1 1 urn:com:businessweek:bx:article:8819202053464927335-da3ac158328a759d39a266d01ae9f967 2009-10-26T09:08:25.531-04:00

Newspaper sites are the patent-leather stilettos of the online world: they get used for special occasions, but other shoes get much more daily wear. The beneficiaries of this behavior are networks and exchanges like Advertising.com from AOL and DoubleClick Ad Exchange from Google, which dominate the buying and selling of extra space. At nonnewspaper sites like Yahoo and Google, revenue from display advertising — the image-based ads on Web pages — seems to be returning. Yahoo’s display revenue on its Web sites increased 2 percent in the third quarter, though it was down from a year earlier. Display revenue increased at Google from a year earlier. Over all, the Internet is the only advertising medium expected to grow this year in the United States, rising 9.2 percent, to $54.1 billion, according to figures released this month by ZenithOptimedia, a media service firm.

Newspaper sites are the patent-leather stilettos of the online world: they get used for special occasions, but other shoes get much more daily wear. The beneficiaries of this behavior are networks and exchanges like Advertising.com from AOL and DoubleClick Ad Exchange from Google, which dominate the buying and selling of extra space. At nonnewspaper sites like Yahoo and Google, revenue from display advertising — the image-based ads on Web pages — seems to be returning. Yahoo’s display revenue on its Web sites increased 2 percent in the third quarter, though it was down from a year earlier. Display revenue increased at Google from a year earlier. Over all, the Internet is the only advertising medium expected to grow this year in the United States, rising 9.2 percent, to $54.1 billion, according to figures released this month by ZenithOptimedia, a media service firm. http://www.nytimes.com/2009/10/26/business/media/26adco.html?th=&adxnnl=1&emc=th&adxnnlx=1256562175-OXGB+6TupxfiXD0+viam7Q Courtney Hurley churley331 1 1 0 0 urn:com:businessweek:bx:article:6206328763707180096-01bb6c5b9e6a16238ef59d2249bf3430 2009-10-20T22:33:25.303-04:00

Online advertising market is estimated to be US $40 Billion by 2011 of which mobile advertising is estimated to be over US $14 Billion. Who is going to drive these numbers? YOU. Almost all of the money in this market today is made by advertising...

Online advertising market is estimated to be US $40 Billion by 2011 of which mobile advertising is estimated to be over US $14 Billion. Who is going to drive these numbers? YOU. Almost all of the money in this market today is made by advertising... http://wp.me/pw0hs-8t Tushneem Dharmagadda tdharmagadda725 1 1 0 0 urn:com:businessweek:bx:article:2382872230092611351-734fe25341494847a8477da565ac9e17 2009-09-09T12:06:02.525-04:00

Google is not winning the paid search battle because it is a better search engine, but because it is better at monetising search queries. Using this same reasoning, I want to predict that Google will also win the battle to build the biggest,...

Google is not winning the paid search battle because it is a better search engine, but because it is better at monetising search queries. Using this same reasoning, I want to predict that Google will also win the battle to build the biggest,... http://www.imediaconnection.com/content/24308.imc Robert Hof rhof604 7 5 1 1 urn:com:businessweek:bx:article:17557625274659767648-64265afefd4ce6d929fc0c84ee4c149e 2009-08-28T09:54:15.551-04:00

AdMob buys AdWhirl mobile ad exchange.

AdMob buys AdWhirl mobile ad exchange. http://www.techcrunch.com/2009/08/27/now-that-admob-bought-adwhirl-will-anybody-trust-it/ Adam Boffoli aboffoli585 9 7 0 2 urn:com:businessweek:bx:article:9414326267225418240-c65da62c93fc32828bb9e254c98868cb 2009-09-30T21:20:00.000-04:00

Goel, Founder & Chairman, PubMatic 10:00 am Panel: The Blurring Lines of Ad Exchanges, Ad Marketplaces, and Ad Networks Moderated by Michael Learmonth, Reporter, Digital Media & Advertising, Advertising Age Panelists: Jay Sears, Strategic Products &

Goel, Founder & Chairman, PubMatic 10:00 am Panel: The Blurring Lines of Ad Exchanges, Ad Marketplaces, and Ad Networks Moderated by Michael Learmonth, Reporter, Digital Media & Advertising, Advertising Age Panelists: Jay Sears, Strategic Products & http://c.moreover.com/click/here.pl?r2238087259&f=9791 20 20 0 0 urn:com:businessweek:bx:article:11473703825400832294-caba9ebc88346c5ea45a47aa6318a574 2009-10-16T10:59:32.968-04:00

Apple has just announced that it will now support in-app purchasing for free applications on the App Store

Apple has just announced that it will now support in-app purchasing for free applications on the App Store http://www.techcrunch.com/2009/10/15/apple-announces-in-app-purchases-for-free-iphone-applications/ Adam Boffoli aboffoli585 0 0 0 0 urn:com:businessweek:bx:article:1078250001554122030-04e9e9c84ebe99c72c3e686843bc76ab 2009-09-04T12:10:57.787-04:00

A look behind the scammy internet ads that pop up everywhere.

A look behind the scammy internet ads that pop up everywhere. http://www.thebigmoney.com/articles/0s-1s-and-s/2009/09/02/love-god-i-don-t-want-whiter-teeth-or-flatter-stomach John Tozzi jtozzi282 4 2 1 1 urn:com:businessweek:bx:article:7404371190841002303-44dcc6f26f2e50af8f5e8dc5ba66660d 2009-07-02T13:59:45.454-04:00

Here are the four worst arguments in our industry that need to be left for dead in a ditch somewhere:

Here are the four worst arguments in our industry that need to be left for dead in a ditch somewhere: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=109113 Robert Hof rhof604 12 8 2 2 urn:com:businessweek:bx:article:10068145069463787875-9b4e9d524e7761ef3962be9ce207b32d 2009-08-14T09:17:09.485-04:00

Marketers can share stories both good and bad about working with ad networks, but a new study indicates that using an ad network may offer no benefit to brand marketers whatsoever. The report, "Improving Ad Performance Online," from the Online...

Marketers can share stories both good and bad about working with ad networks, but a new study indicates that using an ad network may offer no benefit to brand marketers whatsoever. The report, "Improving Ad Performance Online," from the Online... http://www.imediaconnection.com/content/24091.asp Maria Breza mbreza054 10 9 0 1 urn:com:businessweek:bx:article:8270845804441269848-f29d332bcd49757b4ef42531683d7686 2009-08-21T09:47:49.481-04:00

First-generation BT platforms were focused on building proprietary data-mining tools The approach of networks should instead hinge on value creation by way of aggregation Networks must understand the value associated with each segment they are...

First-generation BT platforms were focused on building proprietary data-mining tools The approach of networks should instead hinge on value creation by way of aggregation Networks must understand the value associated with each segment they are... http://www.imediaconnection.com/content/24124.asp Maria Breza mbreza054 4 3 1 0 urn:com:businessweek:bx:article:17458403852923723596-ccce6dae352622ffc743f017a262493a 2009-09-21T12:47:40.874-04:00

Growing tension between popular Web sites, such as Yahoo, MSNBC.com and History.com, and the middlemen who sell ad space for them is shaking up display advertising.

Growing tension between popular Web sites, such as Yahoo, MSNBC.com and History.com, and the middlemen who sell ad space for them is shaking up display advertising. http://online.wsj.com/article/SB125348067086625949.html Ginny Moore gmoore768 2 2 0 0 urn:com:businessweek:bx:article:11429703462716128944-523cdc746fd7b7031e28bb1d55eee6b3 2009-09-18T00:39:12.942-04:00

Google is about to launch its most potent weapon to date in the battle over the $15 billion market for display ads—the pictorial banners and videos that support most major Web sites. On Sept. 18 the search giant will launch its new DoubleClick...

Google is about to launch its most potent weapon to date in the battle over the $15 billion market for display ads—the pictorial banners and videos that support most major Web sites. On Sept. 18 the search giant will launch its new DoubleClick... http://www.businessweek.com/technology/content/sep2009/tc20090917_216890.htm?chan=technology_technology+index+page_top+stories Robert Hof rhof604 2 0 0 2 urn:com:businessweek:bx:article:10530711803041242462-56ef1ed88d7723ae678b18e129a20ff6 2009-09-03T10:56:52.732-04:00

One way leading publishers are expanding their core product offerings is by building vertical networks. I believe the planning process we used could be readily applied by anyone considering the vertical approach.

One way leading publishers are expanding their core product offerings is by building vertical networks. I believe the planning process we used could be readily applied by anyone considering the vertical approach. http://www.admonsters.org/archives/2009/09/building-a-vertical-network/ Rob Beeler rbeeler562 2 1 0 1 urn:com:businessweek:bx:article:2890896940631877208-d3822467203b880a328aa32e2ad7ffed 2009-09-09T23:16:50.032-04:00

NEW YORK (AdAge.com) -- Last spring when Reckitt Benckiser said it would take $20 million of its marketing budget out of TV and pour it into web video, it sounded like manna from heaven for a medium starved for dollars and attention and in the teeth...

NEW YORK (AdAge.com) -- Last spring when Reckitt Benckiser said it would take $20 million of its marketing budget out of TV and pour it into web video, it sounded like manna from heaven for a medium starved for dollars and attention and in the teeth... http://adage.com/digital/article?article_id=138853 Robert Hof rhof604 4 4 0 0 urn:com:businessweek:bx:article:3679533306340438059-885898309e5802dfaeddcc13f476d84f 2009-09-21T09:31:25.196-04:00

Michael Zimbalist is vice president of research and development operations at The New York Times Company (NYSE: NYT). Previously, he was president of the Online Publishers Association. A fissure opened within the online advertising community last...

Michael Zimbalist is vice president of research and development operations at The New York Times Company (NYSE: NYT). Previously, he was president of the Online Publishers Association. A fissure opened within the online advertising community last... http://paidcontent.org/article/419-a-guide-to-the-infighting-between-premium-publishers-and-ad-networks/ Bindu Shah bshah582 1 1 0 0 urn:com:businessweek:bx:article:5611489586427231429-a1755facf471c8cbe675bf1a31411e1c 2009-09-01T16:19:43.930-04:00

A new Gartner report projects that mobile ad spending worldwide will grow 74% this year to $913.5 million but not really accelerate until 2011, when advertisers are expected to boost mobile spending as part of an overall shift toward digital marketing channels.

A new Gartner report projects that mobile ad spending worldwide will grow 74% this year to $913.5 million but not really accelerate until 2011, when advertisers are expected to boost mobile spending as part of an overall shift toward digital marketing channels. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=112717 Adam Boffoli aboffoli585 4 4 0 0 urn:com:businessweek:bx:article:8030956564357680532-e65211827a5175974a3b0184f328c0aa 2009-08-07T10:43:28.683-04:00

Networks can add a strong targeting and efficiency layer to digital media plans They can give budget-conscious buyers access to the best of the web Many ad networks have in-house creative teams that are able to serve a client's custom needs Next in...

Networks can add a strong targeting and efficiency layer to digital media plans They can give budget-conscious buyers access to the best of the web Many ad networks have in-house creative teams that are able to serve a client's custom needs Next in... http://www.imediaconnection.com/content/23996.asp Maria Breza mbreza054 3 2 0 1 urn:com:businessweek:bx:article:15208302355737514479-4b84087b2c2673634769acb1362b482f 2009-07-23T09:24:19.717-04:00

It crosses a line when agencies become speculators on blocks of ad inventory An agency that places itself in the transactional bucket can't be relied upon Agencies that are compensated on a commission basis think that more advertising is the answer...

It crosses a line when agencies become speculators on blocks of ad inventory An agency that places itself in the transactional bucket can't be relied upon Agencies that are compensated on a commission basis think that more advertising is the answer... http://www.imediaconnection.com/content/23847.asp Maria Breza mbreza054 4 3 0 1 urn:com:businessweek:bx:article:2027935079582711583-8f4327cef5967810bb343fb392ae8234 2009-08-27T16:14:35.278-04:00

Google plans to open its AdSense network to other ad networks, potentially giving the already huge ad net access to display ads flowing through countless other networks. The firm yesterday said it will allow networks to bid via auction to have their...

Google plans to open its AdSense network to other ad networks, potentially giving the already huge ad net access to display ads flowing through countless other networks. The firm yesterday said it will allow networks to bid via auction to have their... http://www.clickz.com/3634818 Jenn LaRocco jlarocco496 1 0 0 1 urn:com:businessweek:bx:article:7316986137138873426-da0d6e81047a170be5b2ff952dd4defb 2009-07-14T14:25:36.635-04:00

NEW YORK (AdAge.com) -- It would be like having the same conversation -- over and over and over again. That's how one digital ad executive describes a world where no one is allowed to collect information online, a scenario the industry is hurriedly...

NEW YORK (AdAge.com) -- It would be like having the same conversation -- over and over and over again. That's how one digital ad executive describes a world where no one is allowed to collect information online, a scenario the industry is hurriedly... http://adage.com/digital/article?article_id=137869 Jenn LaRocco jlarocco496 6 2 0 4 urn:com:businessweek:bx:article:10710849533135318524-02f66da4b74ab6259b33e3dc02e92950 2009-07-31T13:18:28.394-04:00

http://www.brandingstrategyinsider.com/2009/07/does-white-space-increase-advertising-effectiveness.html John LoFranco ajun831 8 5 0 3 urn:com:businessweek:bx:article:8564418935339063132-6eddb8045282c3f3e1b13c2ab6fc8604 2009-07-29T09:25:49.708-04:00

Big online ad networks have an average profit margin of 45%, according to Jordan Rohan, a veteran Internet analyst and the founder and managing partner of Clearmeadow Partners -- and some are taking an even larger percentage. Speaking at MediaPost's OMMA Adnets conference in Los Angeles on Tuesday, Rohan pulled back the curtain on the inner workings of the ad network business, arming the audience with facts that might help media buyers negotiate lower prices -- "because if you know the person across the table is making 60% spread, wouldn't you offer them a little bit less?"

Big online ad networks have an average profit margin of 45%, according to Jordan Rohan, a veteran Internet analyst and the founder and managing partner of Clearmeadow Partners -- and some are taking an even larger percentage. Speaking at MediaPost's OMMA Adnets conference in Los Angeles on Tuesday, Rohan pulled back the curtain on the inner workings of the ad network business, arming the audience with facts that might help media buyers negotiate lower prices -- "because if you know the person across the table is making 60% spread, wouldn't you offer them a little bit less?" http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110642 Maria Breza mbreza054 4 2 0 2 urn:com:businessweek:bx:article:3651282713717872866-1d9d0f2855500e82c755f9626668e01e 2009-06-30T06:19:39.400-04:00

The great ad network shakeout hasn’t happened, and the Web publisher revolution of 2009 appears to be on hold. The recession—which has depressed demand for display ads—has had the opposite effect on ad networks many had expected; hundreds are still in business, and some are actually thriving. Also helping the segment endure is the fact that midsized sites have been reluctant to follow ESPN, Turner and Forbes in cutting off ad networks altogether. The lousy economy has “caused a shift to performance advertising and audience targeting, which ad networks do well,” said Rajeev Goel, co-founder and CEO of PubMatic, a company that helps publishers optimize their relationships with multiple ad networks. Goel pointed to a recent report by ThinkEquity, which identified nonpremium display and search as the only growth segments in 2009 (see chart here).

The great ad network shakeout hasn’t happened, and the Web publisher revolution of 2009 appears to be on hold. The recession—which has depressed demand for display ads—has had the opposite effect on ad networks many had expected; hundreds are still in business, and some are actually thriving. Also helping the segment endure is the fact that midsized sites have been reluctant to follow ESPN, Turner and Forbes in cutting off ad networks altogether. The lousy economy has “caused a shift to performance advertising and audience targeting, which ad networks do well,” said Rajeev Goel, co-founder and CEO of PubMatic, a company that helps publishers optimize their relationships with multiple ad networks. Goel pointed to a recent report by ThinkEquity, which identified nonpremium display and search as the only growth segments in 2009 (see chart here). http://www.mediaweek.com/mw/content_display/news/digital-downloads/broadband/e3i344418db676344f0481a61a2729f720c Andrea Muller amuller078 4 2 2 0 urn:com:businessweek:bx:article:13489726203390348897-38546ac10836df52cd31bafe45c827ab 2009-07-27T08:36:19.584-04:00

A new report from ad technology firm PubMatic says CPMs for inventory sold through ad networks are steadily climbing and have risen 35 percent since January. That should be good news for the industry, but the report has left some scratching their...

A new report from ad technology firm PubMatic says CPMs for inventory sold through ad networks are steadily climbing and have risen 35 percent since January. That should be good news for the industry, but the report has left some scratching their... http://www.imediaconnection.com/content/23919.asp Maria Breza mbreza054 3 2 0 1