You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Get Ready for the Coming Land War in Online Display Ads Too Many Players With Too-Small Margins Will Trigger a Wave of Consolidation By Tolman Geffs, Published on April 21, 2010 4 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.