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IAB: Online ad revenue down 7.8% in first half

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New York--Internet ad revenue totaled $3.76 billion for the first half of the year, down 7.8% from the same period last year, according to the Interactive Advertising Bureau's Internet Ad Revenue Report, conducted by PricewaterhouseCoopers. The report found that consolidation continues in the online advertising business, with the top 10 media properties garnering 76% of total Internet ad revenue, compared with 70% for the same period last year. Straight cost per thousand impressions pricing remains the dominant model, making up half of all online ad deals, followed by hybrid pricing deals, which made up 40% of revenue.
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