Article at a glance:

The real impact of Internet advertising

Internet advertising holds great promise, as it offers greater levels of efficiency, customer tracking, and continuous feedback. The different ways in which online ads are created, measured, and paid for is likely to bring on a restructuring of the advertising and marketing industries.

The take-away

As Internet advertising matures, its impact on marketers and the advertising industry is likely to be enormous. Advertising agencies will need to respond with creative ads that take advantage of the new technology, including its fast time to market and its interactive aspects.