Who should serve ads? Marketers say they will

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It was only a year ago that the Internet ad industry was in an uproar over Procter & Gamble's click-through policy. Although the marketer was expressing a perfectly rational desire--to have more control over its Internet ad expenditures--many media sites screamed bloody murder. They didn't want to be held accountable for the success or failure of their clients' advertising.

Fast-forward to April 1997, and the Internet ad industry is verging on another uproar. Major marketers and Internet ad agencies are starting to serve their own advertising to Web sites.

For more on this story see the full article in INTERACTIVE.

Copyright April 1997, Crain Communications Inc.

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