The top 20 agencies generate half of the industry's revenue, according to Campaign Magazine. An example of a company which 'serves' or syndicates Internet adverts is Doubleclick . It provides a service for marketers and web publishers supporting the planning, execution, control, tracking and reporting of online media campaigns. The technology also enables advertisers to see if adverts result in sales. It enables regional businesses to advertise on national brand sites, while targeting and reaching only their local markets .
Businesses can also run global marketing campaigns.
The company has diversified into renting Internet retail outlet space or 'on-line shopping malls' for their advertisers to exploit. The technology described above which enables tailored and flexible campaigns, national or regional, or by type of host web site can make the advertiser and marketer's job easier. In the US, in 1998, the Newspaper Association of America, formed a taskforce to develop standards to enable searching across e-adverts. In 1998, Doubleclick and AdKnowledge formed a strategic partnership to increase the efficiency and effectiveness of web advertising by creating standard industry platforms to accelerate the acceptance and growth of web advertising. The company SmartAge also promotes use of banner exchange enabling businesses to exchange banner adverts.