Martha Stewart is the latest to start her own ad network. It capitalizes on lifestyle and cooking sites that fit the Martha Stewart brand.
The network is called “Martha’s Circle,” and is forecast to generate around 20 million ad views a month. Sites belonging to the network include: Hostess with the Mostess, Charles and Hudson, 101 Cookbooks and Style Me Pretty. Advertisers include Ace Hardware, Bank of America, and Macy’s.
Example: Apartment Therapy‘s site. It has five ad placements, and now two are from Martha’s Circle. The site earns money for the placements, and shares the revenue with Martha’s Circle. The other spots on the site Google AdSense ads. There are niche networks of all kinds and are said to convert at a higher rate because they are niche (highly targeted).
The advantage of working with an ad network is that you can monetize your bog or site with ads that match your content. It’s a win for ad networks as they can easily target a broad network of sites and blogs and work with one or a few networks rather than individual sites.