Rate of Web ad spending slows in third quarter

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Third-quarter Internet ad revenues reached $227 million, up 6% from the previous quarter, according to the Internet Advertising Bureau's ``Advertising Revenue Reporting Program,'' released last week at Internet World.

By comparison, second-quarter revenues were $214.4 million, up 66% over first-quarter 1997.

For the first three quarters of 1997, ad revenues totaled $571 million, a 263% increase over the first three quarters of 1996. Consumer-related advertising was the No. 1 category, making up 32% of overall Internet ad spending. It was followed by computing products and financial services. The report was based on data submitted by Internet and consumer online companies and sales organizations.

Copyright December 1997, Crain Communications Inc.

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