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Chief Executive Officer, Cohorts
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White Papers

As thought-leaders in our community, Petsky Prunier conducts ongoing proprietary research on marketing, information and digital media M&A and industry trends. Our white papers drill down and provide deep insights on topics of interest to industry executives.

2010


Beyond the Grey Areas: Transparency, Brand Safety and the Future of Online Advertising

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April 2010

On October 27, 1994, the first paid online display advertisement-by most accounts, an AT&T-sponsored banner-appeared on the Web site HotWired.com, an early digital publication and spinoff of Wired magazine.

The promise of this nascent approach, even conservative prognosticators then declared, was nothing short of overwhelming. Online ads were expected to garner billions of dollars in spending as advertisers followed their customers from traditional media onto the Internet. By the turn of the millennium, analysts had accrued enough data to finally quantify their bold estimates; by 2003, Jupiter declared, some $11.5 billion would be invested in online advertising in the United States. Forrester Research, by comparison, put their comparable estimate closer to $24 billion.


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