Advertising: The Future of Online Advertising

In many ways, 2001 marked the end of the beginning for the commercial Web, just as it celebrated its seventh birthday last fall with the anniversary of the first banner ad, which appeared on HotWired in 1994. As the industry enters into its adolescence in 2002, it has acquired experience and knowledge that will help it mature into a fully‐grown consumer medium. But as is the case with any adolescent, it will need a fair amount of discipline if we're to see it reach its full potential.