(Abhishek Uppal, Piper Jaffray Investment Banking; Reference to The User Revolution)

The ad network is an intermediary that aggregates or purchases advertising inventory (i.e., banner ads, text links, and rich media slots) from a number of Websites and sells this inventory to advertisers or agencies. The ad networks group the different Websites into a number of verticals or content channels, typically 10-20, depending Read the rest of this entry »

(Abhishek Uppal, Piper Jaffray Investment Banking; Reference to The User Revolution)

The ad networks typically take on one of three business models: dynamic network, the traditional ad-network, and ad representation.

Dynamic Network Model
Under this model, the ad network will buy inventory from the publisher¡¯s sites in advance at a specified rate, group the inventory and select the best types for ea Read the rest of this entry »