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Magazine Publishers Look to Online Ad Networks for Needed Scale

3 Minute Ad Age: July 23, 2008

Produced by Hoag Levins
Published: July 23, 2008

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Ari Brandt explains why Conde Nast's Portfolio.com is forced to buy ad network audience.
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NEW YORK (AdAge.com) -- As magazine publishers struggle to build out their website advertising capabilities on the massive scale demanded by big advertisers, they are turning to ad networks and exchanges to buy online audience. This is the second installment of a report from the Contextweb ADSDAQ panel discussion about the controversial world of the internet's increasingly powerful audience brokers.
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