Use of ad networks soars, study indicates
Tuesday, 12, Aug 2008 09:37
Online firms are increasingly making use of ad networks to sell off excess inventories, a new study suggests.
Research by the Internet Advertising Bureau (IAB) and business strategy consulting firm Bain & Company shows that the use of ad networks increased six-fold between 2006 and 2007.
The study indicates that the use of ad networks rose from five per cent of total ad impressions sold in 2006 to 30 per cent in 2007.
John Frelinghuysen, a partner at Bain's global media practice and author of the study, states that building more effective relationships between publishers and ad networks is "critical".
"Our industry is at an important juncture and now is the time for publishers to adopt strategic approaches to the use of ad networks who themselves have become critical players in the digital ecosystem," adds Sherril Mane, senior vice-president of industry services at the IAB.
Meanwhile, it was reported in recent days that search engine Yahoo! plans to allow users to opt out of customised advertising by the end of the month.