Portals Losing Out to Long Tail
NEW YORK Portals rose to prominence based on the theory they were one-stop shops for users and advertisers. But as the Internet has matured, users have increasingly spent time on social networks and niche sites. Now advertisers are following their lead.
Avenue A/Razorfish, the digital agency owned by Microsoft, detailed this shift in its annual look at ad spending trends. Of the $735 million it spent on digital media, 19 percent went to portals, down from 24 percent in 2006.
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