$80 Billion? Online Display Market Is Being Overhyped

Say it isn’t so, Ad Age:

It’s déjà vu all over again as the web giants scurry to build massive internet-ad networks: Microsoft makes plays for Yahoo, both of them talk to AOL, Google tries to milk a display powerhouse from DoubleClick, and venture capitalists throw money at ad networks and exchanges.

But amid the frenzy, it might be worth taking a look at whether today’s economic and marketing developments are shrinking that pot of gold they’re all after.

Actually, it isn’t quite déjà vu. Last time around things were rosy – investors paid dearly for the hype and then passed on the risk. This time around, the petals are already wilting, and investors have nobody to hand dead flowers to.

UPDATE: Nevertheless, there’s always someone lingering in the shadows to pick up the scraps.

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