Web Awash in Ads as Supply Outstrips Demand

Adweek, 11/9/10

The problem for Web publishers is a textbook case from Economics 101: Supply is far outstripping demand.

Lesson 1: U.S. ad impressions hit 1.3 trillion in the third quarter, a 22 percent increase from a year earlier, according to comScore.

The increase is a good news-bad news scenario. People are clearly spending more time online, but publishers are locked in an unsustainable arms race to eke out profitable businesses.

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