Online advertising’s past, present and future?

AOL was all over the news Monday for its $315 million purchase of the Huffington Post, a move analysts are calling a bold bet on CEO Tim Armstrong's strategy to transform the dial-up Internet giant into a Web 2.0 (or are we in 3.0?) content king. More interesting to me is this report in Ad Age Sunday about AOL subsidiary Advertising.com. The Baltimore online advertising company -- a cornerstone of the region's high-tech economy coming out of the Internet bust of 2000 -- is said to be in "rapid decline." Revenue was down 43 percent in the fourth quarter, Ad Age reported. The decline was attributed by analysts to shifts in the online advertising industry, away from buying and selling ads via an ad network to doing this with an ad exchange.

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