Last Updated Sep 20, 2008 5:56 PM EDT
But eMarketer offers the following caveats:
- Advertisers rarely reveal exactly what they pay for ads, and publishers hardly ever let on exactly what they charge.
- The cost of ads is based on at least two factors: the rate card cost and the discounted cost, which changes based on inventory, timing and customer. Typically, the data here does not indicate which cost--rate card or discounted--is being counted.
- Even when the ad prices are essentially accurate, they are averages.
Video ad networks such as VideoEgg or Tremor Media have every reason to be optimistic. While banner blindness may plague many display ad vendor, video ads can anticipate increased double digit growth -- as much as 50 to 70 percent according to eMarketer -- as they find their legs. It's just that for the current moment, things may remain tight.