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BizReport : Advertising : April 23, 2008
HealthCentral, IAC partner for new ad network
Health marketers may benefit from a new advertising partnership between HealthCentral and IAC. The two have partnered to create a new advertising network targeted to health marketers. HealthCentral's network includes more than 30 health related websites.
Together, IAC and HealthCentral could reach more than 45 million unique users per month across their site networks. Many of these users will be female, between the ages or 35 and 55, a key demographic. The users will also likely be wealthy and college-educated.
The agreement makes HealthCentral the exclusive seller of all pharmaceutical and health ads across IAC website properties. IAC, in turn, will become HealthCentral's ad provider for drugs and consumer packaged goods sold over the counter.
Several large brands are already part of HealthCentral's advertiser base including AstraZeneca, Johnson & Johnson, Merck and Pfizer.
Advertising networks are an increasingly important part of the online ad-space for marketers. Advertising networks allow marketers to buy space across many different sites, all of which can be researched easily because of data provided by the network. However, advertising networks should not be seen as a cure-all for the difficulty of finding the right place for ads.
According to many, marketers should research which sites and which advertising networks are the correct fit for their products before signing on. Choosing the right network could determine whether that next campaign fares better than the last.
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