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24/7 BBN Seeks to Prove Time is Right for Ad Networking
Tuesday, April 29, 2008

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In a move that could lead to a fatter online revenue stream, marketing company 24/7 Real Media is creating a new ad network, BBN, out of inventory from major b2b publishers. The network launches with four high-profile, multi-title lines: Cygnus Business Media, Nielsen Business Media, Reed Business Information and McGraw-Hill. The new network will sell ads from larger brand advertisers across up to 200 titles that are currently involved.

The core idea: Attempt to solve the natural problem that b2b sites have in selling their inventory outside of endemic advertisers. "We have a sales force that does a great job selling media to buyers, specifically in our space," says Len Gilbert, VP of e-business, McGraw-Hill Business Information Group. "They want to hit contractors with construction product materials, and we've got a lot of expertise in that. But there are bigger companies that are looking for a very large buy beyond what we can offer." See More in b2b's premium story

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