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.â€
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