Working Directly with Websites
and Content Networks

You can work directly with a website or a content network to deploy your ads. A content network is a network of websites owned by the same company. A single parent company may have a content network made up of hundreds of sites.

For example, InterActiveCorp (IAC) owns one of the largest content networks on the Internet, with over 50 websites dedicated to various online themes. IAC has cornered the market on online dating with sites like Match.com, OKCupid.com, and LoveandSeek.com. IAC also owns search engines like Ask and Excite, game sites like IWON! and Retro Gamer, and e-commerce sites like ShoeBuy.com and OutletBuy.com. All these sites are supported by display advertising.

Again, when you work directly with a website or content network, the cost of display advertising is usually based on a flat, non-negotiable CPM rate. If you spend some serious money, a well-connected website or content network may throw in some freebies that only they can provide. They may offer a free e-mail blast to promote your company, or put an article about your company in their monthly e-newsletter. Often, the more you spend, the more the website or content network owner is willing to give you.