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互联网因其新科技的物质技术支持,有着信息快速无限、多媒体合一以及交互性等传统媒体所不具备的传播优势,加上网民的几何级数激增,网上的人气日趋兴旺。越来越多的广告商也已意识到这是一个富矿,纷纷触网,传统媒体里上演的广告大战纷纷移师网络。在美国,网络广告市场成倍扩大,96年为2.7亿美元,97年为7亿,98年14亿,99年达到28亿美元。庞大的网民数字和先进的技术支持,为其网络蕴藏无限商机打下了良好的基础。目前的美国网络广告
Due to the material and technological support of the new technology, the Internet has the advantage of dissemination not available in traditional media, such as fast and limitless information, multi-media integration and interactivity. Coupled with the surging geometric scales of netizens, the popularity of the Internet has become increasingly prosperous. More and more advertisers have also realized that this is a rich mine, one after another network, the traditional media have staged advertising campaigns have moved to the network. In the United States, the online advertising market doubled, reaching 270 million in 1996, 700 million in 1997, 1.4 billion in 1998 and 2.8 billion in 1999. The huge number of netizens and advanced technical support laid a good foundation for the unlimited business opportunities in its network. The current US online advertising