Study Finds Growing Reliance On Ad Networks

august 12, 2008  12:04 pm
A new study on digital pricing by the Interactive Advertising Bureau and Bain & Company found that ad networks handled 30 percent of major web publishers' sales in 2007 compared to just 5 percent the prior year, Online Media Daily reports. The study concludes that this trend could negatively impact overall web revenue, since CPMs earned through ad networks are usually a fraction the going rates for display inventory sold directly by major publishers.