More cash spent on Web: IAB

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The Internet Advertising Bureau later this month is expected to report that barter deals and package deals with other media amounted to less than 10% of Internet ad spending in 1996. The figure shows that many more marketers are paying cash for Internet ads than had been previously thought.

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.

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