The volume of advertising sold through online ad networks accounted for 30% of total ad impressions in 2007, compared to 5% in 2006, according to study conducted jointly by Interactive Advertising Bureau and the consulting firm Bain & Co.
Online publishers are experiencing ad revenue growth in the neighborhood 20% to 30%. However, the study found that advertising not sold directly by publishers but instead through ad networks is typically steeply discounted.
It notes that large marketers are continuing to shift a significant portion of advertising budgets to Internet media. From advertisers
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