The network effect

02/23/2009 | Bloomberg Businessweek

Name-brand publishers are making remnant digital inventory available to marketers via ad networks for a fraction of its retail cost, and some publishers are concerned that the trend is transforming ad space into a commodity. ESPN and Turner Broadcasting System have stopped doing business with most ad networks, according to this article, but some observers are projecting that ad networks will be responsible for 50% of display-ad spending in 2009.

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