Tuesday 15 April 2008

Ad networks 'integral' to advertising

Ad networks have become an integral component of the online advertising industry, according to an internet market research company.

comScore, which has recently released new data on online ad networks in March, said that over the past several years ad networks have enabled more efficient use of marketing spend by targeting and delivering ads "either behaviourally or demographically".

The company added that a new crop of "niche ad networks" had surfaced to serve more specific targets.

Jeff Hackett, comScore vice president, said: "The emergence of these niche ad networks represents an evolution for the online advertising industry that is giving advertisers more precise targeting and better control of their online campaigns."

New US research released by the company revealed that Platform-A, the AOL ad network served ads to 170 million US internet users in March. It was recently revealed that Platform-A had been selected by telephone company Verizon as the major advertising provider for its online and mobile web content.

Category: Marketing campaigns

Technorati tags: marketing-campaigns networks integral advertising