The Internet-based advertising market in France is now entering a new development phase. The arrival of new actors from the so-called “classical” economy, the extension and democratization of access to the Web, the ever greater number of sites, concepts and targets: all of these factors contribute to the lasting interest of the Internet, to the change of its status from a marginal medium to that of a mass medium. We are therefore seeing a restructuring of all of the business sectors linked to the Internet, an event which is marked by the emergence of the essential leaders upon which are concentrated the bulk of the economic flows.

From that point, access to advertising revenues, which are still the basis of the economic model on the Internet, is made more difficult for newcomers, but also for most sites that do not have sufficient traffic to attract advertisers: in France , 80% of advertising investments are distributed to barely 50 sites.

The key to a site's advertising success therefore requires the acquisition of visibility amongst advertisers and the establishment, around one's brand, of a strong and coherent sales policy , backed up by appropriate marketing and technical expertise. Of course, setting up such a strategy involves heavy human and financial investments.

The recourse to an exclusive advertising network, specialized on the Internet, meets this threefold problem: optimization of the sales potential thanks to the expertise of professionals in the sale of space, the construction and diffusion of the site's renown amongst investors, cost reductions through cost sharing.

Each site has its own commercial profile, and therefore requires appropriate marketing. However, the extremely rapid development of the Internet and of electronic advertising media, the constant evolution of the types and issues of advertisers all require a very great ability to adapt and anticipate .

Recourse to experts in the sale of space , who are in constant contact with everyone on the market, is exactly what it takes to optimize the positioning of each publisher on the advertising marketplace .

Selling advertising space on the Internet requires an overall knowledge of the market and its players. Today, advertisers are faced with an offer for such spaces that far exceeds their investment capabilities, all the more so as few publishers have a critical size that is likely to be of interest to advertisers.

The role of an advertising network is therefore to increase the visibility of each of the sites that it represents to advertisers , by decreasing the number of their contacts and creating synergy between the various sites included in its offer.

More than a mere sales intermediary, the network is a genuine catalyst of advertising activity , one which highlights the points of entry into this market and facilitates its access for publishers.