CBS takes online ads in-house

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CBS Interactive said it would jettison third-party advertising networks and instead handle ad sales for its properties, including CBS.com, CBSNews.com, CNET.com and TV.com, in-house.

The media titan is building its own in-house network, dubbed Madison, to handle sales. CBS Interactive president Neil Ashe said in a statement: “In a world of infinite online inventory, advertisers increasingly need to associate with premium properties that connect them to the right audiences in the right environments. We are combining cutting-edge advertising solutions with our uniquely attractive audience to create the kind of branded engagement that will lead the industry forward.”
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