A new book set to be released in early 2007 by the Advertising Research Foundation attempts to demystify the online advertising market.

The Online Advertising Playbook, which will be released in early 2007, is a 320-page handbook for advertisers that need a core understanding of online advertising, ClickZ reports. "It's the first time we as an industry have come together to discuss what we've learned in the past 10 years," Ridgway Hall, The ARF's chief strategy officer said. "And it will finally establish a core body of knowledge that will give advertisers the confidence to allocate substantial parts of their budgets to the medium."

The hope is that such documents will give advertisers the basic information they need to have the confidence to increase the portion of their ad budgets allocated to online spending, thus fueling even faster growth of the online ad market.

The book includes chapters (pdf overview) on targeting approaches, reach and frequency, online ad strategy, display ads, search, measurement, e-commerce, email - and a view of the future from several industry leaders.