According to a new survey by Deutsche Bank in conjunction with MediaPost, media buyers and planners reported spending 18 percent of their clients’ online display ad budgets on local media, including websites of local TV stations, radio stations, and newspapers.
Among the portals, the largest share of display spending–12 percent–went to Yahoo, while MSN captured 8 percent and AOL accounted for 5 percent. Targeted content sites garnered 34 percent of online display ad dollars.
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