Vertical Networks Poised To Take A Larger Share Of Online Ad Market: Analyst
To many media industry observers these days, the notion of a major publisher joining or starting an online ad network seems to feel like an over-hyped trend that's long since jumped the shark. But the potential value found in vertical ad nets is so great, those who reflexively avoid them are making a huge mistake, argues Lehman Brothers analyst Doug Anmuth in his Internet Inside Weekly report (pdf only, not online). The main take away from Anmuth's report: As online ad budgets rise and more brand-oriented campaigns migrate to the web, the need for higher-value, premium ad inventory, particularly for traditional brands which have greater sensitivity about the placement and context in which their ads appear, is likely to grow.
