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IAB releases final 2004 numbers: Ad revenue up 33%

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New York—Online ad revenue totaled $9.6 billion last year, up 33% over 2003, according to the final Ad Revenue Report for 2004, released by the Interactive Advertising Bureau.

The revenue report was prepared by PricewaterhouseCoopers.

According to the report, consumer advertising led online advertising in 2004, making up 49% of all online ads, followed by ads for computers (18%), financial services (17%), pharmaceuticals and health care (6%) and telecommunications (4%).

The most widely used pricing model in 2004 was cost-per-impression (42%), followed closely by performance-based pricing (41%) and hybrid pricing (17%).

The full report is available at  http://www.iab.net/2004adrevenues.

—Kate Maddox

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