Agencies centralize Web ad serving

Gilbert, Jennifer
March 1999
Advertising Age;3/1/1999, Vol. 70 Issue 9, ps1
Trade Publication
This article examines how interactive advertising agencies are centralizing Web advertising in the U.S. in 1999. Interactive agencies once relied on Web publishers to serve, or post, their online advertisements. But in a trend that has accelerated in recent months, interactive agencies are turning to outsiders possessing technological muscle or centralized in-house staffs to serve their advertisements. At the same time, some predict a coming shakeout will reduce the number of third-party advertisement serving companies even as the technology continues to evolve.


Related Articles

  • Digital choice: Osoyou.com. Calcraft, Helen // Marketing (00253650);2/6/2008, p13 

    The article discusses the idea of a social networking site with a plausible commercial edge seems as remote as ever, as employers, unions and advertisers wrestle with the various issues posed by the Facebook website. The problem has been that the sites tend to be places for people to socialise...

  • INTERGATION - THE MOTHER OF ONLINE INVENTION. Veldre, Danielle // B&T Weekly;8/11/2006, Vol. 56 Issue 2576, p15 

    The article examines the ways by which advertising agencies in Australia have integrated Internet marketing and advertising methods with other campaigns. The opportunities presented by integrated online marketing and the ways by which agencies can take advantage of these opportunities are...

  • Advertisers wake up to online potential. Sinclair, Will // B&T Weekly;9/9/2005, Vol. 54 Issue 2535, p6 

    The article reports on the growth of the online advertising market in Australia. All representatives from different agencies reported that the majority of online advertising came from the finance, information technology, telecommunications, and motor vehicle sectors. They said that the growth in...

  • Obstacles, fears slow adoption of rich media. Williamson, Debra Aho // Advertising Age;3/1/1999, Vol. 70 Issue 9, ps2 

    This article examines the slow adoption of rich media by advertising agencies in the U.S. in 1999. Much of rich-media advertising uses proprietary technology that makes it difficult for advertisers to repurpose creative. All sides agree that fewer formats or a few formats that are widely used...

  • Comedians Tout the Ways of Winning.  // CREATIVITY;Dec2007, Vol. 15 Issue 12, p8 

    The article reports that Creative Artists Agency Inc. has developed a branding campaign for the website www.shopvictoriously.ebay.com. The branding campaign includes webisodes and contests that are displayed at the homepage of the website. It is mentioned that all the action of the branding...

  • Online advertising during the downturn. Bannan, Karen J. // B to B;10/13/2008, Vol. 93 Issue 14, p16 

    The article presents information related to the impact of economic downturn on online advertising. As reported, while some pundits say advertising isn't immune to the world's economic trials and are bearish about advertising and marketing growth in 2009 and beyond, others are doubtful about...

  • MID-LIFE CRISIS? Cooper, Will // New Media Age;5/15/2008 Supplement, p14 

    In this article, the author looks at the state of the search marketing sector in the U.S. in 2008. The author identifies some of the signs the sector is slowing down. He notes a report by the Internet Advertising Board that the sector's growth rate was down to 39 percent in 2007. He indicates...

  • In the Name of the Father. Sinclair, Mark // Creative Review;Apr2006, Vol. 26 Issue 4, p48 

    The article provides information on Swedish online advertising agency, Daddy. Gustav Martner, Daddy co-founder, relates that the web agency was named in honor of the founders' fathers. It debuted in 2000 when the dotcom industry crashed which caused them tough times tackling for its sustenance....

  • WebSite HotList.  // Adweek;9/12/2005, Vol. 46 Issue 35, p24 

    The article presents the top ten Web sites listed by the September 12, 2005 issue of the journal "Adweek." Considered one of the old guard of the content Web sites, Forbes.com is also one of the best versions of a print publication translated to the Web. It is singled-out by media executives for...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics