Digest

The UK’s top 50 online advertisers are still predominantly pure-play dot-coms – businesses focused solely on the online market. Research by Nielsen/NetRatings in June reveals only two “bricks and mortar” companies among the top 50 – Sainsbury’s and Tiny Computers. Pay-to-surf company AllAdvantage topped the table with 77 million page impressions served, but Amazon came first in terms of audience reach, hitting 35 per cent of the UK’s active Internet population, or just over 3 million people. Microsoft followed closely behind with 34 per cent, while Excite headed the click rate league table with one click for every 11.3 banner ads served.

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