As the debate continues over whether ad networks are the future or just plain unnecessary, Turner has sided with the latter camp, announcing it is done with outside ad networks.

Mediaweek reports that Turner will now package its own display and video ad inventory on websites like CNN.com, TNT.com and CartoonNetwork.com, as well as partner sites NBA.com and PGA.com. Turner's 19 web properties draw about 48 million unique monthly users, according to the latest Nielson Online numbers.

"We are no longer using third-party ad networks. Nobody sells these brands better than we do," said David Levy, president of Turner Broadcasting Sales, Inc.

Prior to the ad-sales restructuring, Turner's news and entertainment websites were handled by different groups.

Turner is the latest publisher to follow ESPN's lead and ditch ad networks, leaving some to suspect the business model will soon be irrelevant.

"By the end of the year, when you look at the list of quality sites, every single one will have pulled out of ad networks," said Paul Iaffaldano, executive VP of media solutions at The Weather Channel.