Internet advertising is in many respects a better medium for reaching large numbers of targeted consumers, according to one expert.

A spokesman for the Internet Advertising Bureau (IAB), said today that innovative ways of combining web content and various strands of online advertising means that bigger quantities of user-targeted content can now be pushed out and that this makes the medium unique.

Jack Wallington, programs manager with the IAB, said: "Advertisers can approach an ad network asking for their adverts to reach consumers using various demographics and their ads can then appear across the entire network of publishers."

However, he added that the rapid growth and success of internet advertising could soon be seen in the television industry if online TV begins to catch up.

The IAB is a trade organisation that aims to aid and assist its members with matters relating to marketing and brand management.

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