Of course, there's a reason that online ad networks, which rose to prominence in the late 1990s by aggregating inventory across thousands of smaller Web sites, are playing a bigger role in Web publishing. Most large sites are swimming in avails they can't sell. Insiders estimate that a range between 20 percent and as much as 70 percent of inventory can go unsold at a given time. Thus, ad networks offer a monetization alternative.
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