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IAB reports Internet ad revenue up 10.6% in 2008

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New York—Internet ad revenue totaled $23.4 billion in 2008, up 10.6% over 2007, according to the “Internet Ad Revenue Report,” released by the Interactive Advertising Bureau and PricewaterhouseCoopers.

In the fourth quarter, Internet ad revenue totaled $6.1 billion, up 2.6% over the fourth quarter of 2007.

Search revenue accounted for 46% of total Internet ad revenue in the fourth quarter, followed by display advertising (21%), classifieds (13%) and lead generation and rich media (each 7%).

“Though some categories in the fourth quarter slowed or even dipped, reflecting the current economic challenges, the overall performance is up, confirming interactive’s ever-growing importance to the successful marketing mix,” said David Silverman, a partner at PricewaterhouseCoopers.

—Kate Maddox

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