Adapting its predictions with recently released PricewaterhouseCoopers data, eMarketer is predicting online ad spending growth to jump another 34 percent in 2005. eMarketer pegs the year's adspend to reach $13 billion, with search accounting for $5.4 billion of that (up 40 percent).

eMarketer, as always, is predicting that wide broadband penetration will have a tide-rising effect on adspend. It also predicts that email marketing and slotting fees - the only categories to see a drop in 2004 - will recover.

Consumer advertising has grown in proportion of adspend to just under half of all billings, a trend eMarketer expects to continue.