One of the most important developments underlying the transformation of media is the emergence of advertising networks, that sell advertising and place it across a wide variety of online media properties. Back in the Future of Media Report 2006, describing the role of ad aggregation in supporting the growth of the long tail, I wrote:
“… now anyone can publish online and get advertising revenue without having to sell [the advertising]. This is transformative in enabling the many of the “long tail” to move towards becoming viable – though small – media properties.”
Getting others to perform the advertising sales function means media becomes completely scalable. Certainly many of the ad networks are targeting major media properties. Sixteen of the 20 online advertising groups with the greatest reach are ad networks, with online four (Yahoo!, Google, AOL, and Microsoft) distinct online properties (more on this in a subsequent post).
In this world, Technorati, still the leading blog search engine, though far more precariously than before, is today launching an ad network, Technorati Media, according to Techcrunch. Techcrunch says: