“Advertisers will move their budgets around and around the web, forever. Ad Networks serve a huge percentage of all of the display ads shown online, so even if advertisers test smaller sites, or different sites, they could not possibly make enough spot buys to equal the sheer volume they can get from one or two network buys. In addition, networks represent the most measurable portion of display advertising: therefore it is the most immune to economic downturn.”
-Jupiter Research analyst Emily Riley, writing on display advertising during a recession.
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