Wednesday, April 16, 2008

Media companies are launching "vertical ad networks"

Looking to snare a larger share of Internet ad dollars, traditional media companies are launching "vertical ad networks" in which they sell ad bundles of space on their sites and on independent sites with complementary content.'s Business and Finance Blog Network, announced last week, includes more than 450 finance-focused blogs, such as Talking Biz News and Xconomy. Forbes will sell ad space across that network, earning a cut of the revenue from the sites.

It hopes to attract advertisers by featuring blogs that have been prescreened for "credible" content, says CEO Jim Spanfeller.

Martha Stewart Living Omnimedia has put together an ad network — known as Martha's Circle — that's made up of 25 lifestyle-focused sites such as and

Ad space on the partner site typically is sold in packages with space on and MSO's company-owned sites and blogs, which also include The Martha Blog and The Bride's Guide. Advertisers can create their own specialized bundle as well with a la carte site selection.


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