Exclusive Internet ad deals' strategy questioned

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A year ago, many marketers rushed to sign exclusive ad deals with key Web sites. Now, industry watchers are examining the deals to see if marketers are getting their money's worth or if these agreements are a good sales strategy.

Almost all the deals are marketing and electronic commerce agreements, with the hosting site taking a cut of sales that it refers to a marketer. And the payments have certainly been lucrative for Web sites.

For more on this story, see INTERACTIVE.

Copyright September 1998, Crain Communications Inc.

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