Along with the rapid increase in the number of Internet users around the world, the World
Wide Web has beeome the fastest growing advertising medium in this decade. The Interactive
Advertising Bureau (2007) reported US online advertising revenue's growth from 1998's
ilS$l .8 billion to $20 billion in 2007. The 10 fold increase not only signifies the importance
of online advertising to the advertising and media i?idustry, but also the rapid advancement
of technology in online advertising delivery and display formats that requires researchers to
help the media and advertisers to capitalize on the new medium and the society in
understanding the increasing impact of the medium.