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By then, online ad spending will total $15 billion, compared to magazines’ $14.5 billion, said Gary Stein, a senior analyst. His report is set for release on Wednesday in New York at the Jupiter/ClickZ Advertising Forum Conference & Expo.

In other developments, according to a recent study done by DoubleClick, more Internet users make an online purchase after a simple ad impression than from a click-through. In its report, DoubleClick finds that "view-through" — online conversions that result from a user seeing an ad online but not clicking on it — account for a higher rate of conversions than click-through on online advertising. For Q2 2004, the view-through rate averaged 0.73% for DoubleClick customers' campaigns, while their average click-through rate (CTR) was 0.43%.

In new developments on Thursday, Yahoo said it wants more than its allocation of just 5.5m shares in the upcoming Google IPO, as controversy over the sky-high price of Google's shares announced on Monday.

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