More Web Ads Improve Their Aim – WSJ.com

By JESSICA E. VASCELLARO and EMILY STEEL

As marketers scale back their ad budgets, some new technologies that make it easier for marketers to track the impact of their online advertising are gaining ground.

Products based on these technologies — such as customized ads that show different products to different users, Web ads hidden inside links in text, and online coupons — are part of what is called “performance-driven advertising.” That’s because the products aim to improve and more precisely measure how a particular ad performs.

While no one format is likely to emerge as a silver bullet for marketers seeking to use their ad dollars more efficiently, the advertising industry is betting on these technologies to increase online advertising spending. Altogether, the U.S. online-ad market is expected to increase 9% to $25.7 billion in 2009, slowing from its year-earlier growth rate of 11%, according to estimates from research firm eMarketer.

Read more via More Web Ads Improve Their Aim – WSJ.com.

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