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Turner is creating an ad network by packaging display and video ad inventory from 19 different websites, including CNN.com, CartoonNetwork.com, TNT.com, TBS.com, AdultSwim.com and GameTap.com.
The network will also include partner sites like NBA.com and PGA.com, writes Mediaweek.
The network was made possible by an overall digital sales restructuring, by which news and entertainment sites will no longer be sold by different groups.
TNT has also stopped selling inventory via third-party ad networks. “Nobody sells these brands better than we do,” says David Levy, president of Turner Broadcasting Sales and Turner Sports.
“They are creating a lot more ‘verticalness’ in the ad network world,” says Alan Schanzer, managing partner of MEC Interaction North America. “This gives them [online] scale to sell underneath their TV business.”
Some think the move heralds an industry wide move away from the online ad network model. “By the end of the year, when you look at the list of quality sites, every single one will have pulled out of ad networks,” says Paul Iaffaldano, evp of media solutions, The Weather Channel.
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The SRA has been working with Arbitron in…
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Fox…
Generation Y is the most self-indulgent, Generation X is the most innovative, and Boomers are the most productive, while the “Silent Generation” and the “Greatest Generation” are the most admired, according to a recent survey by Harris Interactive, writes MarketingCharts.
Conducted for…
To encourage shoppers to buy more back-to-school items, retailers often implement “loss leader” strategies: that is, selling items at a loss or even giving them away in hopes that the reductions will attract shoppers who will then buy other, more…
