Commentary

Branded Media Ad Networks: Kind Of Like Hamburger Helper

At least that’s the take I got from listening to Forbes.com chief Jim Spanfeller’s explanation kicking off the “Can Big Media Wag the Long Tail? Content as Ad Networks” panel during the afternoon session of OMMA Ad Nets.

Asked to explain why Forbes.com is building out its own ad network, Spanfeller explained, “The thought process is to extend the overall ability for an advertiser to extend their reach.”

Currently, he said the core Forbes.com publishing franchise reaches about 35 million uniques on a monthly basis, and that his “guestimate” is that the Forbes.com ad network of complementary business and finance publishers reaches another 12 million to 15 million uniques each month, as a group.

Spanfeller

Hamburger Helper

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