Journey to the Deepest Reaches of Internet Land

According to The New York Times marketers are looking increasingly to ad networks, which sell display advertising across groups of Web sites. Some networks offer targeted advertising; others, called vertical ad networks, include sites that focus on one subject, like travel or sports.
Imran Khan, an Internet analyst at JPMorgan Chase, estimates the top 20 ad networks earned $2 billion in 2007, or 14 percent of the $21.1 billion display market.
The reasons ad networks are thriving are price and improved technology. Ad networks charge much lower cost per thousand ads served (known as CPMs), as low as $4 on an ad network with some targeting, compared with $40 and up for some ads on premium sites like MSN or Yahoo.

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