ADVERTISING & MARKETING
SITES
1001MediaKits.com
A directory of available online ad space.
Ad-Guide.com 
A Yahoo-style directory of advertising and marketing resources. Thorough and easy to use.
Adbility's Web Publishers' Advertising Guide
Links to, and short reviews of, various online advertising resources - ad agencies and ad networks; pay-per-click networks; hit counters; ad server software; and more.
BUILDER.COM: Web Advertising Secrets
BUILDER.COM article on web advertising, primarily directed toward the company who is considering purchasing ad space.
City Banners
Service offering regional banner exchanges. Calgary is the only city currently available, but others are promised.
ClickZ
Marketing and advertising metasite.
Crash Course in Serving Ads
A very thorough five-part tutorial on how to get started serving ads on your site. From Webmonkey.
fastinfo.org
Information, press releases, and papers from FAST (Future of Advertising Stakeholders), an organization that formed after an online advertising summit in 1998. With proposals for standardized ad management, voluntary industry guidelines, etc.
Internet Advertising Bureau Online Advertising Effectiveness Study
If you believe clickthrough is the key to online advertising, you'll want to read this study by the Internet Advertising Bureau. The IAB study showed that brand awareness is a much more important gain than increased clickthrough.
Practical Web Advertising
Four-part Web Review article offering an overview of how to manage advertising on your site.
PrivacyChoices
DoubleClick's website meant to clarify the advertising company's privacy practices and issues of privacy on the Internet.
PromotionBase
Tips on promoting your website.
Site Tips and Tricks
Information on promoting a website, as well as maintaining it.
TAS - TheAdStop.com
A site for finding and listing advertising opportunities.
Web Review: Advertising
Articles on advertising from Web Review magazine.
ARTICLES
Ad Revenues Not Immune to Dot-Com Crunch
Online ad spending shrank by 6.5% from the second quarter of 2000 to the third quarter, the first time such spending has ever declined. (12/20/2000 at The Industry Standard)
Adsmart Hangs Out its Latest Shingle
Adsmart and other online ad networks are building business-to-business ad networks, and charging substantially higher ad rates on them. (1/4/2000 at The Industry Standard)
Banner Bashers Unfurl Their Wares
At the Adtech tradeshow, some companies were badmouthing banner ads, and presenting alternatives; while at least one other planned to strengthen the power of banners. (11/3/1999 at Red Herring)
Branding: The Most Misunderstood Word In Marketing
A lot of factors go into building a company's brand - the message the company conveys to the public - and it can be tough to build a good one. (4/7/2000 at Web Review)
CNET's $100 Million Marketing Bet: Scant Payoff Yet
Before it was the norm among profitless dotcoms, CNET decided to spend $100 million in building its brand and customer base through advertising. Whether this will help the bottom line in the end remains to be seen. (11/1/1999 at Business Week)
CNN Rejects Dot-Com Ads
CNN has refused to run television advertisements for salon.com and stockgroup.com, claiming the small specialty websites are competitors of the global communications division of Time Warner. (10/6/1999 at The Industry Standard)
Companies Fight to Protect Cookies
Controversy has surrounded advertising firms' use of cookies to track visitors; but retailers like Ford Motor Company are now using them, and keeping ad firms from retaining information on site visitors, recognizing the value in customer profiles. (3/20/2000 at ZDNet)
CPA: Winners and Losers
A marketing network executive compares the effective pay-rate publishers get for cost-per-action vs. cost-per-impression advertising. (10/6/2000 at ClickZ Network)
Don't Discount the Network Buy
Recommendations on how to make an ad buy through an online ad network work for you, combining broad audience reach with targeted advertising. (1/6/2000 at ClickZ Network)
Dot-Com Super Bowl Advertisers Fumble
All of the public dot-coms that paid for Super Bowl advertisements in 2000 have seen their stock prices fall this year. (9/13/2000 at SF Gate)
Doubleclick CEO Composes Business Anthem
An interview with Kevin O'Connor, CEO of Doubleclick, regarding acquisitions strategies, convergence, and New York vs. Silicon Valley. (10/28/1999 at Red Herring)
DoubleClick Opens Ad Network For Small Sites
In response to the FlyCast network, which provides advertisements for small-to-medium websites, DoubleClick has started the Sonar network to sell banner ads on small websites. (1/31/2000 at ZDNet)
DoubleClick’s Privacy Gamble
Online advertising giant DoubleClick has set up the Abacus Alliance, through which they will correlate consumer profiles (name, address, etc.) with online browsing behavior. (1/26/2000 at MSNBC)
Getting Ink
Advice on writing good press releases to send to editors and reporters. (4/21/2000 at Web Review)
Government Web Sites New Territory for Advertisers
The governments of Honolulu and Salt Lake City are accepting advertisements on their websites; critics cite three main concerns with this trend: privacy for site visitors, implied endorsement of the advertisers, and visual blight. (3/2/2001 at Excite News)
How To Add Subscribers For Your E-mail Publications
Advice on marketing email newsletters and building up readership. (4/5/2000 at Editor & Publisher Interactive)
Internet Advertising Jumps 80% to $359 Mil
The money in Internet advertising continues to grow, though the growth if uneven across industries. Also, details on some of the biggest spenders. (10/18/1999 at Advertising Age)
Internet Advertising Today: What the Numbers Say
The failure of dot-coms is being blamed on a "softening ad market"; but according to industry figures, online ad revenue is growing quickly. The truth is, there's a softening VC money market. (1/10/2001 at ClickZ Network)
Is Content King for the Advertiser?
Sites with great content and loyal users, who are advanced in their field, often see lower click-through rates; but the demographics of those who click through can make up for it. (2/2/2000 at ClickZ Network)
Is That An Ad in Your Pocket
Advertisers expect to send coupons and advertisements through PDAs and cell phones to consumers who opt-in to marketing. (2/7/2000 at internet.com)
The Joy of Responsible Email Marketing
A study of how Thomas Cook, the travel and financial services company, used lists of its customers' email addresses to build a polite and non-invasive marketing campaign. (8/3/2000 at ClickZ Network)
Killer Ads
Most of the most-trafficked websites still won't accept "rich media" ads, due to bandwidth and technology problems. (11/5/1999 at Forbes)
L90 Launches Low-Cost Ad Network
L90 has launched an advertising network for sites with low numbers of impressions, to compete with DoubleClick's and 24/7's similar offerings. (8/2/2000 at InternetNews.com)
Mailing List Usability
How to make your mailing list useful to subscribers: make it easy to subscribe and unsubscribe; keep content short; and deliver the mail quickly. (8/20/2000 at UseIt)
Movement to Develop XML Standards for Ad Industry Picks Up Steam
Members of the online ad industry are working together to develop an XML-based standard for communicating information - including rates and type of placement - for ad insertion orders. (3/13/2000 at internet.com)
Net Firms Locked in Costly Marketing Race
Net companies are spending increasingly huge amounts of money on advertising, in the hopes that once they become household names, their spending can taper off. (10/21/1999 at News.com)
On the Web, Advertising Often Leads
In terms of both new content areas and site focuses, the editorial side of a website often takes its cues from what advertisers are interested in. (12/1/1999 at Internet World)
The Once and Future King: Pay-for-Performance
The offline world works on a pay-for-impression advertising model; but it may not make sense for online publishers to decline pay-per-click deals, when it means ad inventory doesn't get sold. (9/12/2000 at ClickZ Network)
Online Ad Revenue Keeps on Growing
Spending on online advertising continued to grow, at a rate of almost 100%, to $693 million in the first quarter of 1999. Banner ads continue to dominate, and the most-visited sites continue to get the most money. (10/4/1999 at internet.com)
Portal Peril
The options for buying ads on Internet portals, search engines, and directories: ROS (run-of-site), category buy, and based on keyword searches. (9/5/2000 at ClickZ Network)
The Portal Race Is Over -- The Race For Online Marketing Dollars Is Just Beginning
A Forrester report predicts that portals will lose major advertising revenue to vertical portals and affiliate networks within the next five years. (1/28/2000 at Forrester Research, Inc.)
Q&A with DoubleClick's Kevin Ryan
An interview with Kevin Ryan, president of DoubleClick, about the uproar surrounding the company's plans to connect data on user browsing patterns with users' real-world identities. (2/23/2000 at ZDNet)
Rate Card Survey Results from AdRelevance
Results of an ad rate survey by AdRelevance. Results: the most common CPM is $20; technology verticals can charge as high as $92.50. (12/22/1999 at internet.com)
Restraint Pledged on 'Profiling'
A group of large Internet advertising networks has pledged to give consumers the ability to opt out of online profiling; critics say government investigation, not industry self-regulation, is needed. (11/9/1999 at The Washington Post)
Search Engine Promotion - Your Options Explained
How to evaluate your site's position at search engines, what to look (and look out for) in site submission services, and where to submit your site. (9/6/2000 at Web Developers' Journal)
Search Engine Strategies 99 Conference Report
Advice from the Search Engine Strategies conference on getting traffic to your site. (11/29/1999 at about.com)
Search Engine Success - Ten Steps
How to get your website listed successfully in the major search engines. (4/4/2000 at about.com)
Selling Your Sig File
At least two new companies plan to pay email users for including graphical advertisements in their email signatures. (11/30/1999 at The Industry Standard)
Selling Your Site to a Third-Party Channel
The types of information you need to gather, and the attitude to adopt, before going to a third-party ad network. (10/16/2000 at ClickZ Network)
Sick of Ads? Don't Read This
Online ad spending in the first quarter of 2000 reached $1.95 billion, 182% higher than the first quarter of 1999; a recent study suggests spending will reach $24 billion by 2004. (8/8/2000 at The Industry Standard)
A Targeting Tutorial
Advice on using a targeted online ad campaign to get the best results for your ad dollar. (8/18/2000 at ClickZ Network)
The Mythology of First-Mover Advantage
Many take the principle of FMA - First-Mover Advantage - as a given: the first, and biggest, splash into a category gives a company an insurmountable advantage. But evidence indicates huge marketing campaigns don't necessarily determine a winner. (1/3/2000 at Forbes)
'Tis the Season for Banner Ads
A recent Andersen Consulting report indicates that web banner ads are effective at driving holiday sales, in contrast to earlier reports of the death of banner ads. (11/24/1999 at Computer World)
A Trying Season for Many Net Retailers
Details on the number of TV ads, number of site visitors, and number of buyers top Internet retailers in various categories had over the Christmas holiday 1999 season, with a little analysis thrown in. (1/2/2000 at The New York Times)
Wacky, Fake Web Sites Grab Attention
Ad agencies are creating fake, "funny" websites to go with their customers' serious sites in order to draw in consumers. (8/14/2000 at The New York Times)
Web Ad Execs Just Say No To FTC Privacy Workshop Query
Web advertising executives who will attend an FTC workshop on privacy have refused to let privacy advocate Jason Catlett profile them in the same way that their companies profile people online. (2/28/2001 at NewsBytes)
Web Ads Won't Pay, Say Experts
"Experts" say that online advertising won't work as a business model - there are too few ad dollars for too much content. (9/29/1999 at TechWeb)
Web Ads: Not Just for Banners Anymore
Unicast has developed Superstitials - similar to instersitials, but the advertising content downloads after a user has loaded a page, and starts up when the user clicks. High clickthrough, advertisers are happy, etc. (10/15/1999 at The Industry Standard)
Web Banners Do the Trick, Study Suggests
According to a survey commissioned by France Telecom, 11% of web surfers remember the ads they online the next day. (12/17/1999 at Los Angeles Times)
When the Numbers Don’t Match...
Looks at reasons for discrepancies between the clickthrough rates an ad seller and an ad buyer might report. (10/6/2000 at ClickZ Network)
Who Are Your Customers: Site Visitors or Advertisers?
Advertisers are your customers; visitors are your product. (10/2/2000 at ClickZ Network)
You've Submitted to All the Search Engines. Now What?
How to utilize banner exchanges, plain old links, content licensing, mailing lists, and other resources to promote your site. (11/29/1999 at WDVL)
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