DeSilva+Phillips White Paper on Online Advertising: Monetizing the Long Tail

Online Ad Networks: Monetizing the Long Tail

Online advertising networks have emerged as an essential vehicle for monetizing the Long Tail of the Internet. By aggregating traffic that was previously too difficult to buy or which was otherwise undesirable, ad networks provide small and mid-sized online publishers with significantly more advertising revenues than would otherwise be possible. And by finding ways to make this inventory more palatable to more advertisers, ad networks are positioned to grow faster than the broader market.