In 14 short years, internet advertising has evolved from banners to experiential promotions. In the beginning, advertisers viewed the internet in the same way they considered traditional media (television, newspapers, magazines). The idea of using a new medium like an older one was described by McLuhan's concept of the rearview mirror. This article describes the history of internet advertising from 1994 to 2007 by looking back to understand its future direction.
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Barnes et al. (2009) studied this question.
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