Websites Lose To Google, AOL In Race For Obama, Romney Campaign Ads
Posted: 10/9/2012 | By: Craig Timberg | The Washington Post
Don’t expect any ads for President Obama across the top of
Prospect.org, the online incarnation of liberal monthly magazine the
American Prospect. However warmly editors there may feel about him, it
is blocking ads from his campaign as part of a pricing dispute that has
pitted many political Web sites — on both the left and right — against
their ideological allies.
The standoff is an unintended consequence of a broad shift in
political advertising this campaign season. More money is going into
online ads than ever before, with estimates topping $100 million. But
much of this bounty is being distributed through advertising exchanges,
such as AOL’s Advertising.com or Google AdSense, that serve as
middlemen, bypassing the direct buys that long have been key sources of
revenue for Web publications.