The study reveals overall display advertising will grow by 30 per cent in 2008 to £770m, and that the networks’ share of this type of ad spending will grow from 40 per cent to 50 per cent.

E-consultancy head of research Linus Gregoriadis says: “Online ad networks operate in one of the most competitive spaces in the digital sector, and often one of the most controversial. But in spite of their challenges, networks continue to benefit as marketers raise their digital budgets and recognise the economies of scale networks bring to campaigns.”

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