16th November 2007
This year has set "new standards" in the online advertising industry, according to Exponential Interactive.
New ideas such as media search and ad-exchanges along with the increase in popularity of social networks and widgets mean 2008 will see an emergence of more successful trends, claims the media company.
Exponential's founder and chief executive officer Dilip DaSilva said: "The year ahead brings great potential as online advertising continues to evolve and mature."
The firm predicted more local applications such as vertical local searches, local pay-per-click campaigns and an increase in local ad-platforms.
Customised marketing experiences for web users will also become more prominent and online video advertising more widely available, it said.
Internet research company eMarketer estimates that spending on online advertising in the US will increase from $21.4 billion (£10.5 billion) in 2007 to $27.5 billion in 2008.
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