April 15, 2008, 12:00 AM

AOL’s ad network tops the charts in March, comScore says

AOL’s Platform-A ad network put ads before nearly 91% of U.S. Internet users in March, and the top 15 networks each reached at least 50% of users, comScore reports. But there also is a growing roster of ad networks targeted toward specific consumers.

Katie Evans

Managing Editor, International Research

AOL’s Platform-A ad network put ads before nearly 91% of U.S. Internet users in March, and the top 15 networks combined reached 50% of users, comScore reports. But there are also a growing roster of targeted ad networks, such as Indieclick, which focuses on consumers 16-34 interested in music, games, comics, college humor and tattoos.

Online advertisers can reach virtually all Internet users through the leading ad networks, and they also have the option of targeting certain types of consumers through the growing roster of niche ad networks, comScore Inc. reports.

AOL’s Platform-A-a network that combines Advertising.com, Quigo and Tacoda-served ads to 170 million U.S. Internet users in March, or 90.7% of the 188 million web users, comScore says. Yahoo ranked second among ad networks, reaching more than 160 million Internet users. All of the top 15 ad networks reached at least half of Internet users last month, comScore says.

“Ad networks have become integral components to the online advertising industry over the past several years by helping aggregate audiences for the purposes of delivering impressions to a broad array of Internet users,” says Jeff Hackett, comScore vice president. “The increasing ability of many ad networks to target and deliver ads either behaviorally or demographically is enabling a more efficient expression of ad dollars and an improved return on advertisers’ online marketing investment.”

ComScore also points to the emergence of niche ad networks, which help advertisers precisely target consumers based on their interests. One example is Indieclick, a network that allows advertisers to aim their ads at consumers aged 16-34 who visit web sites focused on independent music and culture, college humor, video games, comics and tattoos.

“The emergence of these niche ad networks represents an evolution for the online advertising industry that is giving advertisers more precise targeting and better control of their online campaigns,” Hackett says.

Beloware the top 15 online ad networks, with number of unique Internet users reached in March in millions, and percentage of U.S. Internet users reached, according to comScore:

Platform-A, 170,537, 90.7
Yahoo! Network, 160,336, 85.3
Google Ad Network, 152,048, 80.9
Specific Media, 145,554, 77.4
ValueClick Networks, 140,091, 74.5
Tribal Fusion, 135,640, 72.1
Casale Media Network, 129,399, 68.8
DRIVEpm, 124,333, 66.1
adconion media group, 117,469, 62.5
interCLICK, 108,818, 57.9
Traffic Marketplace, 105,420, 56.1
Collective Media, 100,151, 53.3
24/7 Real Media, 94,525, 50.3
ADSDAQ by ContextWeb, 94,459, 50.2
Burst Media, 93,291, 49.6

The following is a listing of selected niche online ad networks, with number of unique Internet users reached in March in millions, and percentage of U.S. Internet users reached, according to comScore:

Snap Shots Network, 18,556, 9.9
AdOn Network, 16,825, 8.9
GoFish Networks, 9,865, 5.2
Widgetbucks Network, 9,622, 5.1
HispanoClick by Batanga, 8,370, 4.5
Indieclick, 6,885, 3.7
The Heavy Men`s Network, 3,379, 1.8
NeoEdge Game Network, 911, 0.5

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