Spotlight: Internet Ad Rates Fall, Ad Software Firm Says

Although advertising on the Internet is becoming a popular promotional tool for businesses, online ad rates are going down, says Palo Alto-based AdKnowledge, a maker of online advertising software. Rates in September fell to an average of $36.29 for every 1,000 times an ad is seen, from $37.21 in December, when AdKnowledge first tracked the data. The 2.5% dip reflects the fact that while the number of businesses advertising online is growing, the number of Web sites seeking advertisers is growing faster.