Report: E-commerce sites fuel ad growth

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In its second annual Online Advertising Report, released Jan. 25, ad management company AdKnowledge reports that the number of sites seeking advertising grew 38%, from 1,033 in December 1997 to 1,400 in December 1998. Fueling the growth of online advertising is e-commerce, with classifieds and shopping sites making up one-third of all new sites seeking advertising in 1998. In other findings, online advertising rates continued a downward trend, with the average cost-per-thousand rate at $35.13 in December 1998, down 6% from $37.21 in December 1997. The full report is available at their Web site. It requires Acrobat Reader.

Copyright January 1999, Crain Communications Inc.

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