Separately, IAB said the top 10 publishers accounted for 67%, or $105.4 million, of the total $157.4 million in Internet ad spending for the first nine months of the year. The top five advertiser categories were computer products (35%), consumer-related (22%), new media (15%), telecommunications (9%) and business services (7%). IAB releases its full-year 1996 tally at the end of the month.
The report, administered by Coopers & Lybrand, monitors ad revenue for Web sites, e-mail providers and offline services. IAB believes its methodology--which depends on sites reporting data confidentially to Coopers & Lybrand--makes for a more accurate tally of Internet ad activity.
Copyright February 1997, Crain Communications Inc.