In the wake of the slowdown in dotcom adspend, online advertising firm DoubleClick has predicted that traditional advertisers will begin to drive the internet ad market.
DoubleClick International’s president Barry Salzman stated: “What is happening in the advertising market is a slowdown driven by the dotcoms. But we are still seeing strong demand from traditional advertisers”.
Salzman estimated that the online ad market was worth $800 billion worldwide, adding that DoubleClick had $900 million on its balance sheets which could be used to acquire “competitors that are unfunded and are going to be looking for other strategic opportunities”.
News Source: CampaignLive (UK)