Big B-to-B Players Join BBN Ad Network

BBN Networks, the upstart b-to-b advertising network, has announced that four major b-to-b publishers—Ascend Media, Hanley Wood, Incisive Media and Vance Publishing—have joined, bringing a total audience of 20 million b-to-b buyers.

The addition of these publishers will further deepen the reach into markets such as construction and agriculture, while opening a new audience of health care, financial and legal professionals. The expansion will include the Web sites of publications such as the American Lawyer, Builder, Clinical Lab Products and Drovers.

"They came to us and said we’re going to go after advertisers that you just don’t have the bandwidth to," Ascend Media CEO Vicki Masseria told FOLIO:. "We had ad space inventory online in our publishing division and we decided to go for it. Some big time advertisers are involved. Plus, it’s a revenue share so, really, we have nothing to lose."

BBN was launched earlier this year when Cygnus, McGraw-Hill Nielsen and Reed Business came together in partnership with 24/7 Real Media, Inc. to create the first large scale b-to-b platform for online advertisers.

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Is this really live?

Submitted by Olivier Travers on Mon, 09/22/2008 - 16:16.

Aside from a couple press releases, I can't find any mention of this on 24/7's web site, and they announced it back in April. You'd expect an online network bragging about its 20 MILLION buyers to have, you know, a web site or something. I'd also like to hear why this will work better than past b2b ad networks launched around 1999/2000 (and feigning death real good since then) with some of the same publishers back then.

Yes- look a little harder next time

Submitted by dan meehan on Wed, 11/12/2008 - 07:42.

They do indeed have a website: www.theb2bnet.com. I think the quite obvious reason this has a better chance than the original B2B networks is the volume of online spending. B2B online media revenue has increased by hundreds of millions of dollars since 1999, and yet many B2B publishers are still not experts- that is the niche this firm will fill.

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