Tuesday 25 March 2008

Forbes unveils ad network

Forbes announced yesterday (March 24th) that it will start selling ads for approximately 400 financial blogs from this spring.

The online news provider is one of several media companies to create their own ad networks in order to cash in on some of the revenue currently going to Google, with other notables including Conde Nast, Viacom and CBS Corporation, reports the Associated Press.

Forbes' Business and Finance Blog Network, unveiled yesterday, will provide additional reach to advertisers allowing them to use media associated with influential bloggers and will be powered by Adify. The network is to use CPM-based ads and share an undisclosed portion of ad revenue with bloggers.

Commenting on the trend, Andrew Wagner, chief executive of media strategy, planning and buying firm Trafficbuyer Digital, told ClickZ News that some financial advertisers will avoid blogs, even if they are part of the Forbes network.

He said: "A lot of financial advertisers who are in the brokerage space can't operate in blogs, because if people are making stock recommendations in the blogs and ads are in the same content area, it could be considered inappropriate."

Category: Marketing campaigns

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