Ad networks become the one-stop shop
“Gone are the days of emphasizing ways to attract and keep visitors — the way television networks long have operated,” reported the Associated Press.
Yahoo, Google, Microsoft and AOL have spent more than $10 billion collectively, this year, to acquire companies that will help them grow their online ad networks, effectively becoming one-stop shops for advertisers.
Although these portals still make most of their ad revenue from individual sites they own, they are readying their online ad network for the future.
“Ford Motor Co. can, for instance, come to Google and buy ads that run not only there but also at The New York Times' Web site and thousands of others within Google's AdSense network. Ford wouldn't have to deal with all those sites individually,” reported the AP.
So for newspapers, which have traditionally served as centralized shops for advertisers, it seems the few solutions would be to either create their own network, or partner with the big.
Source: Yahoo News
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as a former online ad rep for broadcast and print, we have noticed this trend emerging from the buy side. they increasingly want to target behaviors, not demos. makes sense. gone are the days when we sell men 18-49 or adult 25-54. now we sell people who love running, people who love to cook, etc.
local media needs to realize this, or they eventually will find themselves ONLY getting low cpm network deals.
goodbye to general interest portals.