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"This morning Adam O. mentioned the possible combined efforts of major newspaper companies to create their own ad network, for a variety of purposes, namely having more control over their revenue.  While this may be difficult to initially execute on one level or another, the Readers Digest Association (RDA) has already taken steps in this direction.  \nIt's launching an ad network for the food niche, in conjunction with its own AllRecipes network, called The Food Advertising Network.  Now those in the food industry can have ad campaigns across RDA's food websites, including AllRecipes, RachaelRayMag.com, TasteOfHome.com and ChefsCatalog.com.  \nThe set up of this ad network is similar to MySpace's self-serve ad platform, which lets you create your ads, and display them according to interests and keywords.  Basic metrics are provided by The Food Advertising Network so you can see how well your campaigns are performing.  A major point of differentiation for this ad network is its focus on having your ads on trusted websites that pertain to food. This is similar to Specific Media's approach to its own ad network.  \nSo returning to what Adam O. mentioned earlier this morning, is this an effort for a media company to retain more revenue?  That seems quite likely.  This attitude is becoming rather far reaching, especially for media companies.  Glam is considered an online version of a printed media company, to some extent, and it's done quite well with its own advertising network.  \nTo that end, we're also seeing many sites leverage themselves as ad networks, in light of existing deals with Google for search ad revenue (i.e. MySpace).  As more online services and networks become one-stop shops for users, content providers and advertisers, it's becoming increasingly possible for site owners to utilize a lucrative ad network in their own right."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2007/11/06/allrecipes-ad-network/>