The Long Tail and Targeted Websites

There is a great post written by Jeremy Liew, a partner at Lightspeed Venture Partners that I wanted to summarize:

Ad Networks: Why it’s better than ever to be a targeted content site

1) The longtail is getting longer (Compete data shows a 77 percent increase over the last 5 years of unique domains visited.)

2) The head of the tail is also growing in size (Compete data shows a 29 percent increase over the last 5 years of top domains visited as % of all internet pageviews.)

3) There is a growing need for ad networks

A recent report by Collective Media found that

•   66% of advertisers plan to increase their usage of ad networks in 2007
•   88% of respondents planning to use online ad networks in 2007 ( up from 77% in 2006)
•   57% of respondents believed how an ad network targets audiences was the #1 differentiating factor between networks

I recommend reading the entire post here.