"The first group are the mass marketers. This group craves safety, as the Wall Street Journal noted last month. They are skittish about advertising on blogs. As a result, they will gravitate towards teaming with the larger players when it comes to experimenting with the medium. This will include partnering with the platforms - such as MSN Spaces, Yahoo! 360, TypePad and Blogger - as well buying space on the "big three" blog networks, Gawker Media, Weblogs Inc. and Corante.

The second group of blog advertisers are the "mid-market" marketers. These advertisers will will likely feel comfortable purchasing ads on specialized networks like BlogAds.

Finally, the last category - perhaps the largest in number - are the smaller blog advertisers. The majority of these companies will either strike one-off deals with individual bloggers or use Google and Overture to advertise across blogs."