We still have to do a few things if this Internet advertising boom is actually going to blast. It's not going to be automatic. Accuracy of Data Measuring actual eyeballs on the Web is tricky. It s more of an art than a science. But anyone spending money buying Web ads wants to make sure the ads are really getting seen by as many people as the sites say are seeing them.
Sites selling the ads want to make sure they get paid every time someone is served a banner ad.
Standard measurement protocols are emerging. And there doesn t seem to be a huge rush to having sites audited by one of the auditing agencies. Having one of the big-name programs or agencies serving your ads seems to be guarantee enough for most Web ad buyers. This is already happening pretty steadily. As I said before, traditional ad buyers are starting to get it.