• Ad Age, Monday, December 14, 2009 11:25 PM

Hoping to get an ad on CBS.com, Gamespot, TV.com or CNET? Ask CBS, which is will no longer do business with third-party ad networks, but sell its own online inventory. The move re-opens a debate that raged mostly before the economy declined: Are ad networks good or bad for online media and advertising?

Now, a host of publishers are looking to wean themselves off the drip-drip revenue from networks in hopes they will be better-positioned when the economy improves. CBS is launching its own internal ad network so it can service advertisers that want to buy demographics or remnant display advertising across its sites.

CBS will continue to offer inventory to Yahoo's Right Media Exchange, Google's DoubleClick and demand-side exchanges such as Publicis Groupe unit Vivaki's Audience on Demand.

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