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Although the World Wide Web has become an innovative way to reach an ever-fragmenting mass market, the effort to advertise on the Web has been frustrated by some technical and practical problems. This paper examines the current state of affairs and reflects on the equipment, software and measurement-related problems. By way of providing some practical strategies to advertisers, it appraises the software, hardware and measurement solutions.
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W. Wossen Kassaye (1999) studied this question.
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