With the increasing quantity of online ad penetration, traditional ad providers are starting to invest more with serving online ads rather than the traditional outlets.
Forbes is selling ads on more than 400 blogs. Other ad providers such as Viacom and CBS are also investing efforts into web advertising. Ads are targeted to help attract advertisers.
Online advertising space is currently controlled by a majority with existing ad providers such as Google, Yahoo, Microsoft and AOL. Let’s not forget that these efforts are continuously expanding.
Newcomers to the online ad space could face a tough time gaining market penetration simply because those larger companies already control thousands of existing ad networks.
Could the end be even nearer than originally predicted for newspapers, magazines and broadcasters if they cannot find a niche in the online advertising market?
“By employing targeting techniques such as matching ads to visitors' surfing habits, those large networks also are stepping up their bid for higher-value ads -- the ones that have traditionally gone to sites run by the media companies. Accustomed to selling ads on their own in offline channels, many traditional media companies have been resisting overtures to join the larger networks.”
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