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Web Sites Debate Best Values for Advertising Dollars


Wall Street Journal - For a time, Internet advertising was a rising tide lifting all boats. But as ad spending ebbs, there are more arguments about where on the Web advertising is the most fruitful.

The fight over shrinking Internet ad dollars pits online publishers that offer premium content against major Web portals such as AOL, MSN and Yahoo. Portals and publishers, meanwhile, also have to compete with the ad brokers that sell often cut-rate leftover ad space on Web pages with less visibility.

Web publishers this week are pointing to a study -- ordered up by their trade group -- that they say presents evidence that ads on their prime pages offer more bang for the buck.

The Online Publishers Association -- which represents creators of Web content such as New York Times Co.,, and The Wall Street Journal -- on Thursday is releasing a study that finds that ads appearing on the portals and bought through ad brokers are significantly less effective than the premium ads they sell on their own sites




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