It is nice to see that the NY Times web site has finally decided to open up their content for free. This is proof that Newspapers are finally realizing the opportunities of online advertising.

Internet users are used to seeing advertisements and with the IAB maintaining standards, ads are becoming more effective. What I find interesting is the number of advertisers that think a click through is the only way to track success. In 2004, Double Click announced that the view through rate is consistently higher than the click through rate. This is difficult for the smaller advertisers to track but it is still an important consideration to keep in mind.