How green is too green?

Makeshift ad networks are popping up to join 'green' publishers in liaisons most harmonious, reports ClickZ.

Eco-conscious networks are being built by publishers looking to band together and maximize ad revenue potential. That revenue is then usually split amongst the partners. If the network as a whole is contributing more to the site in the form of site design or other services, the percentage of that split may vary.

Publishers are using these networks to offer advertisers access to a passionate niche audience. In some cases the sites in the network are established, popular destinations. In others they're sites with good content in need of an audience, as well as ad revenue.

Two new examples include Matter Network, which targets the investment community with coverage of clean technology and environmental topics; and SustainLane, a directory with a social networking bent that guides the purchase of green products and services.