DoubleClick report shows growing popularity of large ads, rich media

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New York—The use of large ads and rich media ads continued to grow in the second quarter, according to an ad serving trend report released by DoubleClick.

According to the report, “leaderboard” ads, which are larger than banner ads, grew by 384% in the second quarter, compared with the same period in 2003. Rich media ads grew by 34%.

The report also found that the primary way online ads are targeted is by context. Of all ads served by publishers in the second quarter, 53.4% were targeted by keyword/key value, which is the term for how a publisher tags a page so that ads can be contextually served to it.

More information about the report is available at

—Kate Maddox

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