Another Day, Another Ad Network!
Exactly how many online advertising networks can dance on the head of a pin?
One more, I guess!
At the Reuters Media Summit in New York yesterday, Fox Interactive Media President Peter Levinsohn revealed plans to take its MySpace online ad network out for a walk across the whole of its own group of sites and also outside it, including handling ad serving.
The network, which will be called “FIM Serve,” will focus on display ads, which will not presumably conflict with its Google deal that covers search ads.
Of course, with Google’s purchase of DoubleClick, that puts FIM Serve in direct competition with the search giant, as well as with biggies like Microsoft, Yahoo and AOL, all of which have been snapping up all kinds of smaller ad networks for hundreds of millions of dollars of late to grow their businesses. Oh, yes, and also social-networking rival Facebook, which will also try to extend its new fledging network outward.
With all the big players jumping into a still-developing market, it will be interesting to see exactly how many can co-exist peacefully.