TITLE

Agencies centralize Web ad serving

AUTHOR(S)
Gilbert, Jennifer
PUB. DATE
March 1999
SOURCE
Advertising Age;3/1/1999, Vol. 70 Issue 9, ps1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
1613084

 

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