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Online ad spending up 16% from a year ago – report

Jeff John Roberts

Publishers like to squabble over tactics like display versus native advertising, but the good news is the overall ad pie keeps getting bigger and bigger. In a release touting its latest report, the Interactive Adversing Bureau says online ad spending hit $9.3 billion in the first quarter of 2013, which is up from $8.3 billion from the same period a year before.

The 16 percent growth is smaller than a recent Q3 comparison, which showed an 18 percent year-over-year growth figure, but reflects a steady double-digital growth pattern. Here’s how it looks in chart form:

The chart reflects a steady shift of advertising dollars from traditional formats like print newspapers and broadcast television to online platforms. While the shift appears inexorable, it is not all smooth sailing for the online ad industry which faces technical and regulatory challenges to its retargeting model — the practice of using third party cookies serve consumers with ads based on the sites they’ve seen before.

The IAB, which is an industry association, puts out the figures twice a year as part of a larger report on online ad trends.

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