The role played by the commercial online industry promoting mortgage information and services, contributing to the approx. two million Americans now facing uncertainty about their homes, requires official scrutiny. We note from today’s Online Media Daily that “[A]ccording to Nielsen, just over a third of all U.S. online advertising dollars spent in July came from the financial sector–with mortgage and credit reporting firms representing five of the top ten advertisers. Together, those companies spent nearly $200 million on search, display and other Web advertising…ad networks may face significant losses–as sub-prime lenders often purchase remnant inventory, not premium placement directly from publishers.”
The online lead generation market, the role of the search engines in placing ads, and the use of ad networks (including behavioral targeting) should be the focus of a series of investigations from state AG’s and federal officials.
For current mortgage rates and quotes visit www.saveonrefinance.com Source for quote. “Gauging The Hype On Mortgage Meltdown’s Online Ad Impact.” Tameka Kee. Online Media Daily. Sept. 4, 2007.
