"Accountable media" has become the battle cry of advertisers. Three years ago, when the first Web banners were sold on HotWired, Rick Boyce, a media planner turned HotWired's cybersalesmen observed, "We have the first truly accountable advertising medium! We can literally count each consumer that responds to the ad banner with a clickthrough to the advertiser's Web site." Many marketers were captivated by the banner's powerful ability to allow direct and instantaneous response to its offer. Clickthrough - a direct marketing manifestation - quickly became the standard for evaluating the effectiveness of Web ad banners.
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