heini - 4:29 pm on Jul 8, 2003 (gmt 0)

Actually the article is well worth a read. With the current frenzy about Content targeted ads it might be good to take a look at things from the perspective of Sprinks, who have first hand experience with this form of avertizing.

Sprinks' Podell expects about $50 million to $80 million in revenue for the entire industry. ... The click- through rates for content-targeted advertising is half a percentage point, said Podell. The average price per click for a term is roughly 57 cents, he said.