The Lines Blur Further with Plan

  |  July 18, 2006   |  Comments

Rebecca Lieb has commented in the past on how e-commerce sites are becoming agencies

homedepot.gifRebecca Lieb has commented in the past on how e-commerce sites are becoming agencies. They're also becoming publishers, in the "we sell advertising" sense. The latest example is Home Depot's announcement today that it will sell advertising on This offering will consist of banner ads on the site and ads in e-mail newsletters. Both of these will point to advertiser-specific microsites including interactive demos, streaming video, and in-depth product content. Makes sense if, as Home Depot claims, "receives more traffic than any other online destination in the home and garden category". Moen has already signed up. Talk about reaching customers at the right end of the sales funnel. It's similar to the way eBay lets sellers buy advertising highlighting their own merchandise. (The last development we covered in this space was Guidester's expansion of its network.)

The WSJ has a short piece on this today which says only Home Depot vendors can participate in the program.


Pamela Parker

Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.

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