Advertising banners on the Internet are akin to outdoor billboards and fill the information superhighway with advertising messages, corporate signage, and hyperlinks. Companies like DoubleClick (www.doubleclick.com) are flourishing as they introduce new and better ways of managing Web advertising—helping advertisers feel more confident about the ad programs they place. Visit the following advertising-related sites on the Internet and discover more about this fast-changing segment of the advertising industry. Then answer the questions that follow.
■ DoubleClick: www.doubleclick.com
■ Clickz: www.clickz.com
■ iMedia Connection: : www.imediaconnection.com
■ Interactive Advertising Bureau (IAB): www.iab.net
■ Internet Advertising Resource Guide: www.bannerreport.com
■ Jupiter Research: www.jup.com
■ mediapost: www.mediapost.com
a. What group sponsors the site and what is the organization’s purpose?
b. What is the size and scope of the organization?
c. Who is the intended audience(s) of the Web site?
d. What services does the organization offer Web advertisers?