there's still a lot of web space to advertise on and even Google, not to mention Microsoft, Yahoo! and AOL, can't serve it all.
New York, NY (PRWEB) March 14, 2008
DeSilva + Phillips, media investment bankers, announces the release of its new White Paper on online advertising networks. Ad Networks: Monetizing the Long Tail - available via free download at the DeSilva + Phillips Web site - analyzes the online ad network business from the M&A perspective in the wake of Google's acquisition of DoubleClick.
Although some may conclude that smaller ad networks are doomed to become gradually obsolete, DeSilva + Phillips foresees a "long tail" of revenue, profit and scale for the smaller ad networks that remain. As David Kaplan of PaidContent.org said in a review of the White Paper, "there's still a lot of web space to advertise on and even Google, not to mention Microsoft, Yahoo! and AOL, can't serve it all."
The report explains that the future lies in ad exchanges. There is still a lot of ungathered and unsold inventory, and the ad exchanges offer considerable scale to advertisers while remaining too small to attract Google or Yahoo!'s attention as bolt-on additions.
New "aQuantives" may emerge, with midsize independents like Casale and Tribal Fusion doing roll-ups on their own - and, accordingly, becoming acquisition targets themselves.
Ad Networks: Monetizing the Long Tail also contains a useful table of the 26 largest ad networks, their reach, rank and corporate ownership.
Ad Networks: Monetizing the Long Tail is available free by clicking here.
About DeSilva + Phillips, media investment bankers
DeSilva + Phillips, media investment bankers, (http://www.mediabankers.com), specializing in the media and digital media industries, has completed nearly 200 transactions with a total value of over $8 billion. Our Digital Media & Technology Group covers the M&A and corporate finance marketplace for electronic content in its many forms, including web-based publications, specialized search engines, online video, advertising, lead generation, e-commerce, integrated marketing, and business intelligence services. Contact Jay MacDonald (jay(at)mediabankers.com), Jeff Dearth (jeff(at)mediabankers.com) or Ken Sonenclar (sonenclar(at)mediabankers.com) for more information.