Are blog aggregators attractive to advertisers?

Did Volvo Miss an Opportunity with MSNSpaces on Problogger got me thinking about whether portals can realistically expect to sell more advertising from the extra page impressions generated by blogging services.Both Darren, Problogger’s author, and Henry Copeland over at BlogAds believe that advertisers would get a better return on their exposure by sponsoring some big named bloggers, than the random approach of putting their name on thousands of random blogs – some of which have questionable and inconsequential content.

I agree that for some advertisers this may be true, but for some advertisers spending money on blog adverts may be suitable. Some advertisers may just be trying to achieve a lot of exposure, and blogs could be a good way of doing this because of the low CPMs.

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