As the online audience becomes more fragmented the major Internet portals are purchasing advertising companies to extend their networks and are aggressively attempting to follow Web surfers in order to deliver advertising to them.
In the U.S. the four major Internet brands grew over the past year, according to comScore Media Metrix. The downside is the total time spent at
As audiences have become more fragmented, advertisers have become wary of focusing all their spending on a traditional portal. "Advertisers are going to need to start to use the Internet the way people always use the Internet, spreading out in hot pursuit of the things they need and want," said Jarvis Coffin, chief executive of Burst Media Corp., an independent ad network. "It's much easier to fish where the fish are."
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