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What is was once the concept of DoubleClick is now hot again. DoubleClick had a great concept of delivering ads and being able to supply clients with ROI reports on click-thru rates and conversions. They were a Wall Street darling without the demand for their products.

Almost a decade later, the internet continues to explode the time to implement those tools are very ripe. For example there are various companies piggy backing Google AdWords and charging clients lots of money for good analytics tools to track conversions of their keywords. As more and more non-savvy internet users join the ranks of web surfing, ad impression tend to get a lot more clicks. They are no long blind to ads, and click on relevant ads on a higher percentage rate. As a result, it has become more important than before to track your advertising dollars to see if certain CPM, CPA, or CPC are worth the branding efforts.

Is the current level of media spend generating the amount of traffic that is earning money from the ads being displayed on your site? Everything can be measured in terms of ROI. DoubleClick came to market at the wrong time when demand for its advertising products were not as much as anticipated. Now the demand for all things related to internet advertising is huge, and companies offering similar products to DoubleClick are quick capitalize.

An example of traditional media moving to internet media is TIME Publishing letting go of some off-line publication staff, and hiring additional staff to handle and improve upon their web properties such as People.com (celebrities sites continue to be an extremely hot market).