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Disney Online last week announced a hybrid advertising-commerce deal with BarnesandNoble.com that could well be a blueprint for the entertainment giant’s future online. The company will shift its sales strategy from a one-dimensional advertising buying model-where a company is paying cash for banner placement-to a multi-tiered approach, where, for example, an online travel, music or credit card company is integrated into Disney’s site.
“We are certainly focusing to handle more of these integrated strategic alliances,” said Chuck Davis, senior vice president of Disney Online.
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