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Platform A internet advertising outperforms in US in March
AOL's Platform A performed better than any other Online Advertising platforms in the US in March, according to comScore figures.
The platform, which combines Advertising.com, Quigo and Tacoda, served ads to 170 million US internet users over the month, reaching more than 90 per cent of the total online population.
Yahoo!'s ad network was in second place with a reach of 160 million, followed by the Google Ad Network (152 million) and Specific Media (140 million).
At the same time, niche ad networks have emerged for audience-specific targeting. The reach of these networks is overshadowed by the likes of AOL, but they can target audiences accurately and often help advertisers reduce wasted ad impressions.
Examples include the WidgetBucks Network, which delivers ads through a widget, and reached 9.5 million users in March.
"Ad networks have become integral components to the online advertising industry over the past several years by helping aggregate audiences for the purposes of delivering impressions to a broad array of internet users," said comScore vice president, Jeff Hackett.
"The increasing ability of many ad networks to target and deliver ads either behaviourally or demographically is enabling a more efficient expression of ad dollars and an improved return on advertisers' Online Marketing investment."
Online Advertising news posted on 18 April 2008
