Web 2.0 is fastest-growing category online

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New York—Web 2.0 is the fastest-growing category on the Web, according to panelists who participated in the session Web 2.0: Predictions and Pithy Analysis on Monday at ad:tech.

Charlie Buchwalter, senior VP-industry solutions at Nielsen//NetRatings, said the sites accounting for the most growth are Feedburner,, MySpace, Wikipedia and Facebook.

Fellow panelist Roy deSouza, CEO of ZEDO, an online ad serving company, said Web 2.0 sites will make their money on advertising. "The business model is definitely advertising," he said. "I don't see a lot of these sites going for subscriptions."

When one audience member, Larry Chase, publisher of Web Digest for Marketers, asked which advertisers are spending money on Web 2.0 sites in an attempt to "follow the money," deSouza said he sees "mostly direct marketing ads."

Many of these are “incentivized” ads for products such as free iPods, he said, as well as mortgage refinancing ads.

—Carol Krol

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