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SIZING UP WEB ADVERTISING: Marketers demand fast, detailed ROI information; Confronting the...

By Maddox, Kate
Publication: B to B
Date: Monday, October 15 2001

Advertisers have always wanted justification of their Web ad dollars spent, but with marketing budgets being cut and uncertainty rampant in the business climate, that justification takes on even more significance.

``ROI [return on investment] is probably more important than ever, given the economics,'' said Karen Breen Vogel, senior VP-strategy for online marketing agency B2BWorks Inc., Chicago.

Advertisers and media buyers agree that because of its ability to track online activity down to specific users that are clicking on ads, buying within a banner or sp

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