Ad servers

From: David Yadegar <dyadegar_at_wharton.upenn.edu>
Date: Tue 09 Jul 2002 15:33:27 -0500

Recently, I have been researching internet advertising,
and I was hoping that some of you could answer a few of
my questions. I am particularly interested in why someone
would choose a particular ad server over another?
Furthermore, has DoubleClick's DART become the standard?

1.Are ad serving fees a fixed percentage of overall CPM's?

2.As broadband penetration grows, how does this change the
economics of online advertising? Do ad-serving fees remain
constant per ad as fewer ads are served?

3.Why would an advertiser pay a third party ad-server to
advertise on sites such as Yahoo, AOL, and Microsoft when
they serve their own ads?

Thank you in advance for you responses,
David Yadegar




Received on Tue Jul 09 2002 - 15:33:27 CDT