Online auctions as advertising revenue in the media mix
Ginger RosenkransPepperdine University
INTRODUCTION
The Internet has evolved into an essential medium for businesses and advertisers since some of the first online ads began to appear on Web sites in 1994 (Adams 1995; Hyland 1998; Reed 1999). Online advertising revenue totaled $2.3 billion in the first quarter of 2004, which was the highest quarterly total on record since PricewaterhouseCoopers and the Internet Advertising Bureau began tracking revenues in 1996 (Internet Advertising Bureau 2004).
According to Jupiter Research, online advertising spending will climb to $19 billion per year by...