Does online advertising reach anyone?Marshall Magazine, Spring 1999

A business school magazine asked whether banner advertising on the web was being seen, and what early measurement could actually say.

The article explored the distance between an advertisement being served and being noticed, a theme that runs through later work on online visibility and attention.

It was written for an alumni readership, translating a technical question about measurement into a plain account of what advertisers could and could not yet claim.

Where this appeared

Published by USC Marshall School of Business. Outlet names and dates are recorded here for reference; the wording of this note is original to this archive.

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