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July 18, 2008

Digital ad revenues are still growing, but the signs of distress are everywhere

By Peter Kirwan MM blog

How vulnerable is digital advertising?

In the US, a company called ValueClick — the second-largest online ad network in the country — yesterday announced weak earnings and cut its financial forecasts.

Logically enough, the company’s boss told investors that advertisers are becoming “increasingly performance-oriented”. In other words, they’re less interested in branding, more interested in lead generation.

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