In order to finish (at least for now) the subject of online advertising I just found a report of doubleclick.com about the 1995-2004 Decade in Online Advertising (1MB, PDF file).

Online advertising has come a long way since those first ad banners on HotWired in 1994. The
many forms of marketing and advertising it enables—permission email, keywordtargeted search engine advertising, floating animated page takeovers, interactive onpage rich media ads, streaming audio and video, consumer-fueled “viral marketing”, to name a few—have excited early adopters and now mainstream marketers in ways that traditional advertising has not seen the likes of since the early days of color television.

The findings in this report can be summed up in three key conclusions:

• A seller’s market is emerging in online advertising.

• Marketers are demanding more accountability.

• Consumers are demanding more control.