IAB PEGS WEB AD SPENDING AT $4 BILLION.

Advertising Age, November, 1999 by Johnson, Bradley

Web advertising is on track to hit $4 billion this year, according to Internet Advertising Bureau data. In what could bode well for the sustainability of the category, most of the booming business is coming from established marketers rather than fickle dot-coms.

The IAB said U.S. Web ad revenue in the second quarter rocketed 121% from a year earlier -- to $934.4 million, with first-half spending jumping 110% to $1.6 billion. PricewaterhouseCoopers, which compiles the data, raised its '99 Web advertising run rate to about $4 billion, from $3 billion.

That would put Internet ads at about 2% of the U.S. ad market. Last year, IAB reported, Web ad revenue totaled $1.98 billion.

``The run rate is really picking up,'' said Tom Hyland, chairman of...

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