IAB Internet Advertising

Revenue Report
An Industry Survey Conducted by PricewaterhouseCoopers
and Sponsored by the Interactive Advertising Bureau (IAB)

2009 Second-Quarter and First Six Months Results

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Table of Contents

Background 2

Executive Summary 3

Detailed Findings 4

 2009 Second-Quarter and Six Month Results

 Annual and Quarterly Trends

 Industry Concentration

 Advertising Formats

 Industry Category Spending

 Pricing Models

Appendix 14

 Survey Scope and Methodology

 IAB Board Officers and Directors

 Organization Profiles
Background

About the IAB Internet Advertising Revenue Report

Conducted by PricewaterhouseCoopers LLP on an ongoing basis, with results released
quarterly, the “Internet Advertising Revenue Report” was initiated by the Interactive Advertising
Bureau (IAB) in 1996. This report utilizes data and information reported directly to
PricewaterhouseCoopers LLP, publicly available online corporate data and information provided
by online ad selling companies.

The results reported are considered the most accurate measurement of Internet/online
advertising revenues because the data is compiled directly from information supplied by
companies selling advertising online. All-inclusive, the report includes data reflecting online
advertising revenues from Web sites, commercial online services, ad networks and e-mail
providers, as well as other companies selling online advertising.

The report is conducted independently by PricewaterhouseCoopers LLP on behalf of the IAB.

PwC does not audit the information and provides no opinion or other form of assurance with
respect to the information. Only aggregate results are published and individual company
information is held in strict confidence with PricewaterhouseCoopers LLP. Further details
regarding scope and methodology are provided in the appendix to this report.

David Silverman
PricewaterhouseCoopers LLP

PricewaterhouseCoopers LLP 2
Executive Summary

IAB Internet Advertising Revenue Report

2009 Second-Quarter and First Six-Month Highlights
Internet advertising revenues (“revenues”) in the United States totaled $10.9 billion for the first six months of
2009, with Q2 accounting for approximately $5.4 billion. Internet advertising revenues for the first six months of
2009 decreased 5.3 percent from the same period in 2008.

Key trends underlying 2009 year-to-date results

 Revenues Decreased 5.3% in first half of 2009 —Internet advertising revenue in the U.S. totaled $5.4
billion in the second quarter of 2009, a decrease of 0.7 percent from the 2009 first-quarter total of $5.5 billion,
and an decrease of 5.4 percent from the 2008 second-quarter total of $5.7 billion. Year-to-date Internet
advertising revenues through June 2009 totaled $10.9 billion, down 5.3 percent from the $11.5 billion
reported for the same six-month period in 2008.

“We are in one of the most difficult economic slumps in decades. Interactive is one of the advertising sectors
that has been least affected,” said Randall Rothenberg, President and CEO of the IAB. “In recent years the
digital revolution has driven a transformation of how consumers experience advertising and media. As the
economy improves, we’re confident that brands will devote an even greater share of their budgets to
reaching consumers as they make interactive media a larger part of their lives.”

Search Continues to Lead, followed by Display Banners and Classifieds—Search revenue accounted
for 47 percent of 2009 second-quarter revenues, up from the 44 percent reported in the second quarter of
2008. Display advertising, the second largest format, accounted for 35 percent, followed by Classifieds (10
percent), and Lead Generation (7 percent) of 2009 second-quarter revenues.

“While the overall advertising market has continued to be impacted by current economic conditions,
marketers are allocating more of their dollars to digital media for its accountability and because consumers
are spending more of their leisure time online.”

—David Silverman, Partner, PricewaterhouseCoopers LLP

PricewaterhouseCoopers LLP 3
Detailed Findings

Revenues Totaled $5.4 Billion in the Second Quarter of 2009

Online ad sellers reported aggregate revenues totaling $5.4 billion for the second quarter of 2009.
 Total 2009 second-quarter revenues were $313 million (5.4 percent) lower than the second quarter of 2008, and
$36 million (0.7 percent) lower than the first quarter of 2009.

2008 Q2 vs. 2009 Q2

$7,000

$6,000 $5,745 -5.4%

$5,432
$ in millions

$5,000

$4,000

$3,000

$2,000

$1,000

$0
2008 Qtr 2 2009 Qtr 2

2009 Q1 vs. 2009 Q2

$7,000

$6,000 -0.7%
$5,468 $5,432
$ in millions

$5,000

$4,000

$3,000

$2,000

$1,000

$0
2009 Qtr 1 2009 Qtr 2

PricewaterhouseCoopers LLP 4
2009 First Six-Month Revenues Totaled $10.9 Billion
 First six-month revenues for 2009 totaled $10.9 billion, $610 million or 5.3 percent lower than the same period in 2008.

First Six-Month Revenues — 2008 vs. 2009

$15,000

-5.3%
$ in millions

$11,510
$10,900

$10,000

$5,000

$0
2008 2009

Historical Second-Quarter Revenue Trends

 Second-quarter revenues have decreased on a year-over-year percentage and dollar basis after six consecutive years of
significant increase.

Second-Quarter Revenue – 1999 through 2009

$7,000
$ in millions

$6,000 $5,745
$5,432
$5,094
$5,000
$4,061
$4,000

$2,985
$3,000
$2,369
$2,091
$2,000 $1,848
$1,660
$1,458

$934
$1,000

$0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

PricewaterhouseCoopers LLP 5
Historical Quarterly Revenue Trends
 Quarterly revenues had peaked in 2008 after six years of growth. Revenues declined in Q1 and Q2 of 2009 in
comparison to the same quarters in the prior year.

Quarterly $ Revenue Growth Comparisons — 2000- HY2009

$8,087 $7,134 $6,010 $7,267 $9,626 $12,542 $16,879 $21,206 $23,448 HY $10,900

$ 5, 946 $ 6, 100
$6,000 $ 5, 765
$ 5, 838
$ 5, 432
$ 5, 094 $ 5, 745
$ 5, 267 $ 5, 468
$5,000
$ 4, 899
$ in millions

$ 4, 784
$ 4, 061
$ 4, 186
$4,000 $ 3, 608

$ 3, 848
$ 2, 985
$3,000 $ 2, 694 $ 3, 147
$ 2, 369
$ 1, 872 $ 2, 182 $ 2, 802
$ 2, 091
$ 1, 848
$2,000 $ 1, 641 $ 1, 458 $ 1, 580
$ 1, 660
$ 2, 230 $ 2, 333
$ 1, 922 $ 1, 951
$ 2, 123$ 1, 773 $ 1, 793
$ 1, 520 $ 1, 632
$ 1, 452
$1,000
Q1 Q2 Q3 Q4Q1 Q2 Q3 Q4 Q1 Q2Q3 Q4 Q1 Q2 Q3 Q4Q1 Q2 Q3 Q4 Q1 Q2Q3 Q4 Q1 Q2 Q3 Q4Q1 Q2 Q3 Q4 Q1 Q2Q3 Q4 Q1 Q2

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Historical Revenue Mix First Half vs. Second Half

 Applying historical seasonal data, the 2009 first six-month revenues of $10.9 billion are on an annual run-rate to
potentially exceed $22 billion in 2009.

$24,000 ?

$22,000
$20,000
$18,000 $11,938
$ in millions

$16,000 $11,213

$14,000
$8,970
$12,000
$10,000
$6,755
$8,000
$5,027
$6,000 $4,074 $11,510
$3,414 $3,975 $10,900
$9,993
$3,032
$4,000 $7,909
$2,994 $5,787
$4,599
$2,000 $4,013 $3,720 $2,978 $3,292
$1,627
$0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

PricewaterhouseCoopers LLP 6
Historical Revenue Performance
 Annual and Quarterly Revenue Growth Comparisons
% GROWTH % GROWTH
$ Rev Millions Qtr/Qtr Year/Year $ Rev Millions Qtr/Qtr Year/Year
1Q97 $130 18% 333% 1Q03 $1,632 3% 7%
2Q03 $1,660 2% 14%
2Q97 $214 66% 313%
3Q03 $1,793 8% 24%
3Q97 $227 6% 200%
4Q03 $2,182 22% 38%
4Q97 $336 48% 205%
Total 2003 $7,267 21%
Total 1997 $907 239% 1Q04 $2,230 2% 37%
1Q98 $351 5% 171% 2Q04 $2,369 6% 43%
2Q98 $423 20% 97% 3Q04 $2,333 -2% 30%
3Q98 $491 16% 116% 4Q04 $2,694 15% 24%
4Q98 $656 34% 95% Total 2004 $9,626 33%
Total 1998 $1,920 112% 1Q05 $2,802 4% 25%
2Q05 $2,985 7% 26%
1Q99 $693 6% 97%
3Q05 $3,147 5% 35%
2Q99 $934 35% 121%
4Q05 $3,608 15% 34%
3Q99 $1,217 30% 148%
Total 2005 $12,542 30%
4Q99 $1,777 46% 171%
1Q06 $3,848 7% 37%
Total 1999 $4,621 141%
2Q06 $4,061 6% 36%
1Q00 $1,922 8% 177%
3Q06 $4,186 3% 33%
2Q00 $2,091 9% 123%
4Q06 $4,784 14% 33%
3Q00 $1,951 -7% 60%
Total 2006 $16,879 35%
4Q00 $2,123 9% 19%
1Q07 $4,899 2% 27%
Total 2000 $8,087 75%
2Q07 $5,094 4% 25%
1Q01 $1,872 -12% -3%
3Q07 $5,267 3% 26%
2Q01 $1,848 -1% -12%
4Q07 $5,946 13% 24%
3Q01 $1,773 -4% -10% Total 2007 $21,206 26%
4Q01 $1,641 -7% -23% 1Q08 $5,765 -3% 18%
Total 2001 $7,134 -12% 2Q08 $5,745 0% 13%
1Q02 $1,520 -7% -19% 3Q08 $5,838 2% 11%
2Q02 $1,458 -4% -21% 4Q08 $6,100 4% 2%
3Q02 $1,452 -1% -18% Total 2008 $23,448 11%
4Q02 $1,580 9% -4% 1Q09 $5,468 -10% -5%
Total 2002 $6,010 -16% 2Q09 $5,432 -1% -5%

Industry Revenue Concentration Remains High

 Online advertising continues to remain concentrated with the ten leading ad-selling companies, which accounted
for 71 percent of total revenues in the second quarter of 2009, up slightly from the 70 percent reported for the
second quarter of 2008.
 Companies ranked 11th to 25th accounted for 11 percent of revenues for the second quarter of 2009, compared
to the 11 percent reported in the second quarter of 2008. Companies ranked 26th to 50th accounted for 7 percent
in the second quarter of 2009, compared to the 9 percent reported in the second quarter of 2008.
100 % Share of total revenues
90
TOP 50
80
89%
TOP 25
70 82%
% of Total

60
Top 50
50 companies
71% command
40 89% of online
ad market
30
TOP 10
20

$8,087 M $7,134 M $6,010 M $7,267 M $9,626 M $12,542 M $16,879 M $21,206 M $23,448 M

10

0
Q1 Q2Q3 Q4 Q1Q2 Q3 Q4Q1 Q2 Q3Q4 Q1 Q2Q3 Q4 Q1Q2 Q3 Q4 Q1Q2 Q3 Q4Q1 Q2 Q3Q4 Q1 Q2Q3 Q4 Q1Q2 Q3 Q4Q1 Q2
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
PricewaterhouseCoopers LLP 7
Search, Display and Classifieds Lead Ad Formats – 2009 Second Quarter Results
 Search revenues accounted for 47 percent of 2009 Q2 revenues, up from the 44 percent reported for the same period in
2008. Search revenues totaled $2.6 billion in the second quarter of 2009, up 1 percent from the second quarter of 2008,
when Search revenues totaled $2.5 billion.
 Display-related advertising accounted for $1.9 billion or 35 percent of total revenues during the second quarter of 2009,
which remained relatively flat as compared to the $1.9 billion (33 percent of total) reported in the second quarter of 2008.
Display-related advertising includes Display Banner Ads (22% of 2009 Q2 revenues or $1.2 billion), Rich Media (7% or
$354 million), Digital Video (4% or $240 million), and Sponsorship (2% or $101 million).
 Classifieds revenues totaled $548 million or 10 percent of 2009 second-quarter revenues, down 32 percent from the $804
million (14 percent of total) reported in the second quarter of 2008.
 Lead Generation revenues accounted for 7 percent of the 2009 second-quarter revenues or $361 million, down 10 percent
from the $402 million (7 percent) reported in the second-quarter of 2008.

Internet Ad Revenues by Advertising Format – 2009 Second Quarter Results

% of 2009 Second-Quarter Revenues

Digital Video
Rich M edia 4%
7% Display/B anner A ds
22%

Lead Generatio n
7%
E-mail
1%
Spo nso rship
2%

Classifieds
10%

Search
47% Total – $5.4 Billion

% of 2008 Second-Quarter Revenues

Rich M edia Digital Video
7% 3%
Display/B anner A ds
21%
Lead Generatio n
7%

E-mail
2% Spo nso rship
2%

Classifieds
Search 14%
44%

Total – $5.7 Billion

* Display Related Advertising includes Rich Media, Digital Video, Banner Ads, and Sponsorship
PricewaterhouseCoopers LLP 8
Search, Display and Classifieds Lead Ad Formats – 2009 First Six Months Results
 Search remains the largest online advertising revenue format, accounting for 47 percent of 2009 first six months revenues,
up from the 44 percent reported in the first six months of 2008. Search revenues totaled $5.1 billion for the first six-months
of 2009, an increase of 1.7 percent from the $5.1 billion reported in first six months of 2008.
 Display-related advertising revenues totaled $3.8 billion or 34 percent of the first six months of 2009 revenues, which
remained relatively flat as compared to the $3.8 billion (33 percent of total) reported in the first six months of 2008. Display-
related advertising includes Display Banner Ads (22% or $2.4 billion), Rich Media (7% or $704 million), Digital Video (4%
or $477 million), and Sponsorship (2% or $184 million) of 2009 first six months revenues.
 Classifieds revenues accounted for 10 percent of 2009 first six-months revenues or $1.1 billion, down 31 percent from the
$1.6 billion (14 percent of total) reported in the first six months of 2008.
 Lead Generation revenues accounted for 7 percent of 2009 first six-months revenues or $728 million, down 10 percent
from the $806 million (7 percent) reported in the first six months 2008.

Internet Ad Revenues by Advertising Format – 2009 First Six Months Results

% of 2009 First Six Months Revenues

Digital Video
4%
Rich Media Display /Banner
7% Ads
22%
Lead Generation
7%

E-mail Sponsorship
1% 2%

Classif ieds
10%

Search
47%

Total – $10.9 Billion

% of 2008 First Six Months Revenues

Rich Media Digital Video

7% 3%
Display Ads/Banner
Lead Generation 21%
7%

E-mail
2% Sponsorship
2%

Classif ieds
14%

Search
44%

Total – $11.5 Billion

* Display Related Advertising includes Rich Media, Digital Video, Banner Ads, and Sponsorship
PricewaterhouseCoopers LLP 9
Historical Format Trending
 Search has remained the leading format since 2004, and has had strong sequential growth over this period. Search is
followed by Display Banners and Classifieds/Directories in percentage share of Internet advertising.
 Of the 6 major format categories depicted, only two have seen sustained losses in percentage share. Sponsorship
revenues have dipped from 8% of total revenues in 2004 to 2% of total revenues in the first six-months of 2009, while
Classifieds/Directories revenues have dropped from 18% of total in 2004 to 10% of total revenues in the first six-months of
2009.
Internet Ad Revenue Share by Advertising Format – 2004 – 2009*
09
50% 20
Y
H

45%

40%

35%
% of Total Revenue

30%

09
25% 20
Y
H

20%

15% 09 09
20 20
H
Y HY
09
10% 20
HY
09
5% 20
HY

0%
Search Display Classifieds Rich M edia Lead Spo nso rships
B anners and Digital Generatio n
Video

FY 2 0 0 4 FY 2 0 0 5 FY 2 0 0 6 FY 2 0 0 7 FY 2 0 0 8 HY 2009

*Format definitions may have changed over time period depicted, both within the survey process and definitionally by survey respondents.

PricewaterhouseCoopers LLP 10
Retail Advertisers Continue to Drive Consumer Ad Spending – First Six Months of 2009 Results
 Retail advertisers continue to represent the largest category of Internet ad spending, accounting for 20 percent of revenues
for the first six-months of 2009 or $2.2 billion, down from the 21 percent ($2.4 billion) reported in the first six-months of
2008.
 Telecom companies accounted for 16 percent of 2009 first six-months revenues or $1.8 billion, up slightly from the 15
percent ($1.7 billion) reported in the first six-months of 2008.
 Leisure Travel (airfare, hotels & resorts) accounted for 6% of revenues ($690 million) compared to the 6 percent or $687
million reported in the first six-months of 2008.
 Financial Services advertisers accounted for 12 percent of 2009 first six-months revenues or $1.3 billion, down from the 13
percent ($1.5 billion) reported in the first six-months of 2008.
 Automotive advertisers accounted for 11 percent of revenues for the first six-months of 2009 or $1.2 billion, down slightly
from the 12 percent ($1.4 billion) reported in the first six-months of 2008.
 Computing advertisers represented the fourth-largest category of spending at 10 percent of 2009 first six-months revenues
or $1.1 billion, in line with the 10 percent reported ($1.1 billion) for the first six-months of 2008.
 Consumer Packaged Goods and Food Products represented 6 percent of the first six-months of 2009 revenues ($702
million) down slightly from the 7% or $754 million reported in the first six-months of 2008.
 Entertainment accounted for at 4% of 2009 first six-months revenues ($478 million), up slightly from the 4% ($466 million)
reported in the first six-months of 2008.
 Media accounted for 4 percent of revenues for the first six-months of 2009 or $434 million, up slightly from the 3 percent
($372 million) reported in the first six-months of 2008.

Internet Ad Revenues by Major Industry Category*

2009 First Six-Months vs. 2008 First Six Months**

21%
20%
20%
% of total revenues

16%
15%

13%
12% 12%
11%
10% 10%
10%
7%
6% 6% 6%

4% 4% 4% 4% 4%
3%

0%
Retail Telecom Financial Automotive Computing Consumer Leisure Travel Entertainment Pharma & Media
(including ISPs) Services Packaged Healthcare
Goods

2008 First Six-Months 2009 First Six-Months

* Categories listed represent the top categories ranked by revenue, and may not add up to 100 percent. Prior reports included Retail, Automotive, CPGs, Leisure Travel and
Entertainment as components of Consumer-Related Advertising. Categories have been updated during 2008 survey process, please see pg. 16 for information on updated
categories.
** 2008 categorization was changed to conform to 2009 presentation. ISPs are included in Telecom in 2009. In 2008, ISPs were included in Computing and Media categories.

PricewaterhouseCoopers LLP 11
Historical Pricing Model Trends
 Performance based pricing, the most prevalent pricing model since 2006, has maintained a strong sequential growth rate
and is followed by CPM/Impression based pricing which has declined as a percentage of revenue over the past several
years. Hybrid pricing has seen the greatest loss in percentage revenue over the period, dipping sharply from 17% in 2004
to 4% in the first six-months of 2009.
Internet Ad Revenues by Pricing Model – 2004 – 2009*

70%

Performance
60% 57% 58%

50% 48% 51%

46%
% of Total Revenues

47% 45%
42%
CPM
40% 41%
41% 38%
39%

30%

20% 17%

13%
10% Hybrid
5% 4% 4%
4%
0%
FY 2004 FY 2005 FY 2006 FY 2007 FY 2008 HY 2009

CP M P erfo rmance Hybrid

*Pricing model definitions may have changed over time period depicted, both within the survey process and definitionally by survey respondents.

PricewaterhouseCoopers LLP 12
Performance-Based Pricing Gains
 Approximately 58 percent of 2009 second quarter revenues were priced on a performance basis, up from the 54 percent
reported in the second quarter of 2008.
 Approximately 38 percent of 2009 second quarter revenues were priced on a CPM or impression basis, down from
42 percent in the second quarter of 2008.
 Approximately 4 percent of 2009 second quarter revenues were priced on a hybrid basis, consistent with the 4 percent
reported for the second quarter of 2008.

Internet Ad Revenues by Pricing Model

% of 2009 Second-Quarter Revenues % of 2008 Second-Quarter Revenues

Hybrid Hybrid
4% 4%

CPM
38% CPM
42%
Performance
Performance 54%
58%

Total – $5.4 Billion Total – $5.7 Billion

% of 2009 First Six-Month Revenues % of 2008 First Six-Month Revenues

Hybrid Hybrid
4% 4%

CPM
38%
CPM
42%
Performance
Performance 54%
58%

Total – $10.9 Billion Total – $11.5 Billion

* Amounts reported in 2008 were updated for data received subsequent to release of prior year report.
PricewaterhouseCoopers LLP 13
Appendix

Definitions of Leading Industry Categories

The industry categories used in the IAB Internet Advertising Revenue Report were sourced from
the North American Standard Industrial Classification (SIC) Manual.†

Retail—includes mail order/catalog, apparel, restaurants/fast food, home furnishings/textiles,

toys, pet food/supplies, appliances, jewelry, drug stores, retail stores and cosmetics.

Automotive—includes all automotive-related categories including sale/purchase of vehicles

and parts and maintenance.

Entertainment—includes film, music, TV, box office, video games and amusement &
recreation.

Consumer Packaged Goods—includes packaged goods, food products, household

products and tobacco.

Leisure Travel—includes travel, hotel, airlines and resorts.

Computing Products—includes hardware (computers, computer storage devices, and
computer peripheral equipment), consumer electronics, prepackaged software (operating, utility
and applications programs), local area network systems and network systems integration,
computer processing and data preparation and data processing services.

Financial Services—includes commercial banks, credit agencies, personal credit institutions,

consumer finance companies, loan companies, business credit institutions and credit card
agencies. Also includes companies engaged in the underwriting, purchase, sale or brokerage of
securities and other financial contracts.

Telecommunications—includes point-to-point communications services, including telephone

voice and data communications, two-way mobile/cellular communications services and other
non-vocal message communications services (e.g., cablegram, electronic mail and facsimile).
Includes multi-channel video providers on a subscription fee basis (e.g., cable television,
wireless cable television and direct broadcast satellite services).

Media—includes establishments primarily engaged in radio and television broadcasting

(network and station) including commercial, religious, educational and other radio or television
stations. Also includes establishments primarily engaged in publishing newspapers, periodicals
and books.

†Survey participants reported results based on the 21 industry categories listed on page 17, which
were used specifically for the IAB Internet Advertising Revenue Report. This is consistent with other
relevant industry categorization sources that measure advertising spending by industry. For
purposes of this report, PricewaterhouseCoopers classified a number of individual categories under
“Retail.”

PricewaterhouseCoopers LLP 14
Definitions of Advertising Formats
Display Advertising (Banner Ads)—advertiser pays an Internet company for space to display a static or hyper-linked
banner or logo on one or more of the Internet company’s pages.
Sponsorship—represents custom content and/or experiences created for an advertiser which may or may not include ad
elements such as display advertising, brand logos, advertorial or pre-roll video. Sponsorships fall into several categories:
 Spotlights are custom built pages incorporating an advertiser’s brand and housing a collection of content usually around a
theme;
 Advergaming can range from an advertiser buying all the ad units around a game or a “sponsored by” link to creating a
custom branded game experience;
 Content & Section Sponsorship is when an advertiser exclusively sponsors a particular section of the site or email (usually
existing content) re-skinned with the advertiser’s branding;
 Sweepstakes & Contests can range from branded sweepstakes on the site to a full-fledge branded contest with
submissions and judging
E-mail—banner ads, links or advertiser sponsorships that appear in e-mail newsletters, e-mail marketing campaigns and
other commercial e-mail communications. Includes all types of electronic mail (e.g., basic text or HTML-enabled).
Search—fees advertisers pay Internet companies to list and/or link their company site domain name to a specific search
word or phrase (includes paid search revenues). Search categories include:
 Paid listings—text links appear at the top or side of search results for specific keywords. The more a marketer pays, the
higher the position it gets. Marketers only pay when a user clicks on the text link.
 Contextual search—text links appear in an article based on the context of the content, instead of a user-submitted
keyword. Payment only occurs when the link is clicked.
 Paid inclusion—guarantees that a marketer’s URL is indexed by a search engine. The listing is determined by the
engine's search algorithms.
 Site optimization—modifies a site to make it easier for search engines to automatically index the site and hopefully result
in better placement in results.
Lead Generation—fees advertisers pay to Internet advertising companies that refer qualified purchase inquiries (e.g., auto
dealers which pay a fee in exchange for receiving a qualified purchase inquiry online) or provide consumer information
(demographic, contact, behavioral) where the consumer opts into being contacted by a marketer (email, postal, telephone,
fax). These processes are priced on a performance basis (e.g., cost-per-action, -lead or -inquiry), and can include user
applications (e.g., for a credit card), surveys, contests (e.g., sweepstakes) or registrations.
Classifieds and auctions—fees advertisers pay Internet companies to list specific products or services (e.g., online job
boards and employment listings, real estate listings, automotive listings, auction-based listings, yellow pages).
Rich media—advertisements that incorporate animation, sound, and/or interactivity in any format. It can be used either
singularly or in combination with the following technologies: sound, Flash, and with programming languages such as Java,
JavaScript, and DHTML. It is deployed via standard Web and wireless applications including e-mail, static (e.g. .html) and
dynamic (e.g. .asp) Web pages, and may appear in ad formats such as banners, buttons and interstitials. Interstitials are
included in the rich media category and represent full- or partial-page text and image server-push advertisements which
appear in the transition between two pages of content. Forms of interstitials can include splash screens, page takeovers and
pop-up windows.
Digital Video Commercials—TV-like advertisements that may appear as in-page video commercials or before, during,
and/or after a variety of content in a player environment including but not limited to, streaming video, animation, gaming, and
music video content. This definition includes digital video commercials that appear in live, archived and downloadable
streaming content.

PricewaterhouseCoopers LLP 15
Survey Scope
The Interactive Advertising Bureau (IAB) retained PricewaterhouseCoopers to establish a comprehensive standard for
measuring the growth of Internet/online advertising revenues.
 The IAB Internet Advertising Revenue Report is part of an ongoing IAB mission to provide an accurate barometer of
Internet advertising growth.
 To achieve differentiation from existing estimates and accomplish industry-wide acceptance, key aspects of the survey
include:
– Obtaining historical data directly from companies generating Internet/online advertising revenues;
– Making the survey as inclusive as possible, encompassing all forms of Internet/online advertising, including Web sites,
consumer online services, ad networks and e-mail providers; and
– Ensuring and maintaining a confidential process, only releasing aggregate data.

Methodology
 PricewaterhouseCoopers:
– Compiles a database of industry participants selling Internet/online advertising revenues.
– Conducts a quantitative mailing survey with leading industry players, including Web publishers, ad networks,
commercial online service providers, e-mail providers and other online media companies.
– Supplemental Data is acquired through the use of publicly disclosed information
– Requests and compiles several specific data items, including monthly gross commissionable advertising revenue by
industry category and transaction.
– Identifies non-participating companies and applies a conservative revenue estimate based on available public sources.
– Analyzes the findings, identifies and reports key trends.
– The 2001 and 2000 full-year revenue data were adjusted to reflect revenue restatements reported in public filings by
several individual companies. Those reported restatements totaled $77 million in 2001 and $138 million in 2000.
Historical industry revenue figures are now adjusted to $7.134 billion in 2001 and $8.087 billion in 2000.

Survey Industry Categories

Automotive Entertainment (Film, Music, TV, Box Professional Sports and Sporting &
Beer/Wine/Liquor Office, Video Games, Athletic Goods
Amusement/Recreational) Real Estate
Business Products/Services
Financial Services (Banks, Insurance, Restaurants/ Fast food
Computers (Hardware/Software) and Securities, Mortgages)
Consumer Electronics Retail, Mail Order, Catalogs and Apparel
Personal Care, Toiletries and Cosmetics
Consumer Packaged Goods, Food, Non- Telecommunications: Telephony,
Alcoholic Beverages and Candy Drugs and Remedies Cable/Satellite TV Services, ISPs
Educational Services Manufacturing Toys/Games
Media Leisure Travel (Airfare, Hotels, Resorts)
Business Travel (Airfare, Hotels, Resorts)

PricewaterhouseCoopers LLP 16
Overall Report Guidance Provided by IAB Leadership
Executive Committee
Chairman President Vice Chair
David Moore Randall Rothenberg Neil Ashe
24/7 Real Media IAB CBS Interactive
Dave Morgan Tim Armstrong Martin Nisenholtz
Simulmedia Inc. AOL New York Times Company
Dennis Woodside Jim Spanfeller Sarah Chubb
Google Forbes.com Conde Nast Digital
Steve Wadsworth
Disney Interactive Media Group
Board of Directors
Tim Armstrong Randy Kilgore Vivek Shah
AOL Tremor Media Time Inc.
Neil Ashe Leon Levitt Tina Sharkey
CBS Interactive Cox Newspapers BabyCenter
John Battelle Chris Ma Tad Smith
Federated Media The Washington Post Company Reed Business
Jeff Berman Dave Madden Jim Spanfeller
Fox Interactive Media/MySpace WildTangent Forbes.com
Bob Carrigan Greg McCastle Nada Stirratt
IDG Communications AT&T Converged Services MTV Networks
Sarah Chubb Riley McDonough Bill Todd
CondéNast Digital Thomson Reuters ValueClick
Kevin Conroy Gordon McLeod Steve Wadsworth
Univision Wall Street Journal Digital Network Disney Interactive Media Group
Greg D’Alba David Moore Mike Walrath
CNN 24/7 Real Media Yahoo!
Mitch Golub David Morgan Jeff Webber
cars.com Simulmedia Inc. USAToday
Jack Griffin Peter Naylor Ted West
Meredith NBC Universal Looksmart, Ltd.
Peter Horan Martin Nisenholtz Matt Wise
Goodmail Systems NY Times Company Q Interactive
Scott Howe Randall Rothenberg Dennis Woodside
Microsoft Interactive Advertising Bureau Google
Warren Schlichting
Comcast Spotlight
Ex-Officio
Founding Chairman
Treasurer Secretary
Rich LeFurgy
Bruce Gordon Joseph Rosenbaum
Archer Advisors
Disney Interactive Media Group Reed Smith LLP

About the Interactive Advertising Bureau

The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for
selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive
advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB
educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working
with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive
advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more
information, please visit www.iab.net.

PricewaterhouseCoopers LLP 17
PricewaterhouseCoopers
New Media Group
PricewaterhouseCoopers (www.pwc.com) provides industry-focused assurance, tax and
advisory services to build public trust and enhance value for its clients and stakeholders. More
than 154,000 people in 153 countries share their thinking, experience and solutions to develop
fresh perspectives and practical advice.
© 2008 PricewaterhouseCoopers LLP. All rights reserved. "PricewaterhouseCoopers" refers to
PricewaterhouseCoopers LLP or, as the context requires, the PricewaterhouseCoopers global
network or other member firms of the network, each of which is a separate and independent
legal entity.

PricewaterhouseCoopers’ New Media Group was the first practice of its kind at a Big Four firm.
Currently located in New York, Los Angeles, Boston, Seattle and the Bay Area, our New Media
Group includes accounting, tax and consulting professionals who have broad and deep
experience in the three areas that converge to form new media: advanced telecommunications,
enabling software and content development/distribution.

Our services include:

 Business assurance services
 Web audience measurement and advertising delivery auditing and advisory
 IAB Measurement Certification Compliance auditing
 Privacy policy structuring, attestation and compliance advisory
 Mergers & Acquisition assistance
 Tax planning and compliance
 Capital sourcing and IPO assistance

For information about our New Media Group, contact one of the following
PricewaterhouseCoopers LLP professionals:

New York Boston

David Silverman Vic Petri
Partner, Assurance Services Partner, Assurance Services
646.471.5421 617.478.1698
david.silverman@us.pwc.com victor.petri@us.pwc.com
Russ Sapienza San Jose
Partner, Advisory Services Mike Pearl
646.471.1517 Partner, Assurance Services
russell.j.sapienza@us.pwc.com 408.817.3801
michael.pearl@us.pwc.com
Eric Bold
Senior Manager, Assurance Services Seattle
646.471.7220 Suzanne Faulkner
eric.bold@us.pwc.com Partner, Assurance Services
206.398.3550
suzanne.faulkner@us.pwc.com
PricewaterhouseCoopers LLP 18
pwc.com/e&m

NY-GR-08-0221-A © 2008 PricewaterhouseCoopers LLP. All rights reserved. “PricewaterhouseCoopers” refers to PricewaterhouseCoopers LLP (a
Delaware limited liability partnership) or, as the context requires, the PricewaterhouseCoopers global network or other member firms of the network,
each of which is a separate and independent legal entity.