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Publishers have potentially vast opportunities to collect revenue from ad networks, as well as content licensing, according to an analysis by Attributor of content monetization across 68 million domains (via MarketingCharts).
Ad calls from the domains were captured in Jan. ‘08 from Attributor’s crawling operations and joined with unique user data from Compete to determine market share numbers.
See tables: Ad Server Market Share, Jan. ‘08, Ad Server Market Share Grouped by Site Traffic, Jan. ‘08.
Key findings from the analysis:
Professionally produced content is spread across highly trafficked, commercial sites, Attributor said.
Average Domain Traffic by Match Levels (see chart)
Finding an average of 20 different copies for each tracked article, Attributor further noted that…
About the data: Attributor took a snapshot of ad server distribution across 68 million domains in Jan. ‘08 and combined it with unique user data from Compete. Less than 5 percent of the domains contained more than one ad server call; in these cases, domain traffic was associated with each ad network found. De-duplication of unique user numbers was not attempted.
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