Overview of ‘Local Ad Networks’

George Simpson on iMedia offers an introduction and overview of a number of “local ad networks”:

• MediaSpan
• McClatchy Interactive (Real Cities)
• Internet Broadcasting
• WorldNow (LMN)
• Centro (don’t call it a “network”)
• Yahoo!

Google presumably isn’t included because this is exclusively about display advertising. And geotargeting is also part of AdCenter’s non-search buying options as well.

Tribune, McClatchy and Gannett have tapped the RightMedia platform for a nascent network of their own, which has yet to fully form or debut. Networks such as DoubleClick and Advertising.com have geotargeting, but the piece is about local-specific networks, save Yahoo! And RightMedia and adECN (“exchanges”) also offer geotargeted inventory.

Speaking of Yahoo!, its “Amigos” partnership has the potential to become a network itself.

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