Spending on sites still exceeds spending on ads. Banner campaigns run the gamut. There is no such thing as a typical Web advertising campaign. Ad pricing frustrates advertisers. Personalized targeting has not yet taken hold.
Advertisers target mainly on content.
Web advertising needs best practices. As Web advertising becomes a significant portion of marketing budgets over the next four years, advertisers need to develop a set of best practices around what to build and what to pay. But if the Net doesn't enable your company to offer a product faster, cheaper, or better, rule out a destination site. But if your customers are more likely to ask their neighbors than you about your product, you don't need a Web site. A half-baked site actually will erode a brand.