"We only succeed when we push that user off," says Ms. Morgan. "That's the only way we make money."
Ms. Morgan, 37, is president and a founder of IDG.net, which runs the ad sales network for International Data Group's 240 worldwide tech sites and (www.idg.net), a gateway that redirects Web users to specific IDG content sites.
In a world of mass Web portals, Ms. Morgan thinks different.
"We feel that we deliver much more value to the reader and consequently much more value to the advertiser by delivering really focused Web media properties," she says.
IDG.net, IDG's No. 2 most visited site, won't take ads; it's designed to move visitors to narrowly targeted IDG sites where they will see ads.
Ms. Morgan, a Stanford business school grad and the first person in her family to go to college, joined IDG in 1992 and developed IDG.net two years ago. Ms. Morgan calls the entrepreneurial IDG "one of the best companies in the world."
What could be better? Maybe starting her own Web business somewhere down the road, she says. Opening her own venture, she says, is "always in the back of my mind."