How Smart are 'Smart Banners'?

Smart banners, or keyword–activated banners that are tied to internet user search keywords, are becoming increasingly popular with major search engines and their advertisers.

How Smart Are 'Smart Banners'?

Wenyu Dou St. Cloud State University,Randy Linn Wells Fargo Bank andSixian Yang St. Cloud State University

Advertising on the internet has been growing steadily since the early days of the World Wide Web. The latest Internet Advertising Bureau/PricewaterhouseCoopers Online Advertising Report (October 3, 2000) confirmed that online advertising revenue has maintained its eighteenth consecutive quarter of positive growth in the United States. In addition, the internet advertising industry broke the $2 billion mark in the second quarter of 2000, 127.3 percent over the comparative second quarter of 1999. With...

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