The number of Web sites seeking advertising increased 38% in 1998 to 1,424, according to the second annual Online Advertising Report Year in Review, released by online ad management company AdKnowledge, Palo Alto, Calif. The fast-growing categories of classifieds and shopping/transactions accounted for more than one-third of the new sites established in 1998. Online ad rates continued a downward trend, however. For the second year in a row, average cost per thousand fell 6%, to an average $35.13, by the end of 1998, the report says. Nevertheless, two of the larger categories, computers/ technology and shopping/transactions, increased their CPM rates.
Copyright February 1999, Crain Communications Inc.