Portals losing share to more focused sites

Interesting study (registration required) by Avenue A/Razorfish tracking ad spending from Avenue A’s $735 million in billings. The study is coming out today but Media Post had a sneak peak and files this report.

What caught my eye:

Overall, vertical sites accounted for 39% of spending; search, 31%; portals, 19%; and ad networks, 11%.

Underscoring the continuing shift away from portals to more targeted properties, the agency last year more than doubled the number of sites it bought ads on, from 863 to 1,832.

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