Display Ad Slowdown
Display advertising proponents have certainly received a wake up of late as the market sags and is expected to continue for the foreseeable future. Russian internet group Mail.ru indicated in the late third quarter and early fourth quarter it saw deterioration in the display advertising market and it wasn't alone. The most telling sign of a display ad showdown comes from AOL. The company's overall display advertising revenue in the U.S. dropped 3 percent, from $126 million to $123 million. AOL does expect the overall display numbers to improve, as the company continues to increase the sell-through of bigger, more contentcentric ad formats that command higher CPMS, and focuses on selling more video-ad inventory.