Online Advertising Research in Advertising Journals: A Review

Abstract

Abstract Along with the rapid increase in the number of Internet users around the world, the World Wide Web has become the fastest growing advertising medium in this decade. The Interactive Advertising Bureau (2007) reported US online advertising revenue's growth from 1998's US$1.8 billion to $20 billion in 2007. The 10 fold increase not only signifies the importance of online advertising to the advertising and media industry, but also the rapid advancement of technology in online advertising delivery and display formats that requires researchers to help the media and advertisers to capitalize on the new medium and the society in understanding the increasing impact of the medium.