New tally on Web ad spending

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The research, representing gross commissionable revenues from more than 200 Internet publishers (including online services, e-mail and offline delivery) reporting at least $5,000 per month in revenues, was conducted by Coopers & Lybrand's Media & Entertainment group. The tally may be more accurate than other surveys because it is the first to use figures reported by publishers. Surveys such as Jupiter's WebTrack AdSpend and CMR AdLab measure ad spending by documenting ad appearances and using rate cards to determine spending, which can lead to overreporting.Copyright December 1996, Crain Communications Inc.
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