There's no doubt Internet advertising is becoming big business. A banner across the top of commercial Web sites. But before you get too excited, realize it's a rough playing field. The 10 largest Web publishers snagged two-thirds of the ad money spent last year. Smaller niche companies got lost in the shuffle.
Web advertising is on the fast-track.
With the maturation of measurement standards to compare sites, we're going to see Web rating systems like those used to gauge television-watching. For instance, if a site routinely attracts card-carrying members of the Pocket Protector Preservation Society, ads hawking the hallowed plastic accessories won't be far behind. Media buyers want the most bang for their buck. The wise turtleneck marketer, for instance, would steer clear of a site mobbed by pocket-protector enthusiasts. Install auditing tools that prove the traffic volume at your site.