From the book lists at Adware Report:

All information current as of 19:29:51 Pacific Time, Monday, 21 February 2005.

U.S. Internet Advertising Forecast, 2002-2007

   by IDC / Jonathan Gaw

    IDC Research
    08 November, 2004


   Available for download now

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Editorial description(s):

Book Description
As the Internet advertising industry recovers from the recession and the collapse of the dot-com industry, the largest Web sites will continue to consolidate market share as advertisers look for players that can deliver both mass-market audiences and targeted messages. Web sites need to capitalize on the medium's strengths in measurability, flexibility, and cross-platform intelligence. The increase in the number of broadband households will drive consumption of rich media ads and advertising over home networks and IP-enabled consumer electronics. "Internet advertising has yet to fulfill its promise, but only because the industry promised so much. In fact, online advertising has shown to be more measurable, flexible, and diverse than any other form of mass marketing, and tools and services will continue to grow around this market." -- Jonathan Gaw, research manager, Internet Economy

Reader review(s):

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