DoubleClick release: DoubleClick Reveals Q3 Ad Serving Trend Data: Predictable Characteristics Demonstrate Maturity of Medium

DoubleClick published a flurry of statistics coming from its own ad serving figures, some of which it suggest that the online ad industry is maturing - or at least slowing down in some of its more volatile trends. Rich media use was seen as stable at around two out of every five ads. The old 468 X 60 banner ad lost more ground (to 25.2 percent from 30 percent) to some of the larger display sizes. Click rates were stable at around 0.62 percent in the third quarter, which was just a bit more than the previous quarter, although rates did vary to a larger degree in individual ad sizes.