Insights

Finally! B2B Publishers Launch an Ad Network That Makes Sense

By Chuck Richard
May 5, 2008

Outsell fields questions from publishers caught up in the new ad network arms race, worried they must be doing something wrong if they don't have their own ad network. Which is exactly the problem. A network made up of a single publisher's properties plus its "allies" defeats the purpose of aggregating thousands of dispersed properties that an advertiser couldn't efficiently deal with directly. New network BBN offers a three-way dose of relief from this dead-end trend.

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• Neighborhoods of the Information & Education Industries – A Segmentation & Reference Guide This document clarifies how Outsell covers the industry, and also acts as a framework to help view the industry as a whole. It is a living document that will change as the industry evolves and as our findings and client interactions dictate. This report ties together ideas from prior Outsell segmentation and taxonomy documents and the book “Neighborhoods of the Information Industry.”
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• CEO Topics: Communities and Networks in B2BThis report analyzes the development of Web 2.0 social networks and expert networks and the implications for business and professional publishers and information providers. We define the market, segment and analyze the key players, and follow the money – by assessing what business models and revenue streams are in play in the 100+ organizations we identified in our research.
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• Company Analysis: Hoover’s Drills into how Hoover’s is broadening its focus on being “the fastest path to business for our customers” via acquisitions, tools to connect users, and a “Hoover’s is Everywhere!” service design.
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• B2B Trade Publishing & Company Information: 2007 Final Market Size & Share ReportOutsell’s final 2007 size, growth, and market share estimates for the top 50 companies in the B2B Trade Publishing & Company Information (B2B) segment, with analysis of the segment’s competitive landscape and market dynamics as well as recommended actions for B2B providers and publishers.
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