Do E Ads Have A Future?

The race is on to find ways to increase Internet advertising's effectiveness

A palpable tension hangs in the air, as three dozen Excite@Home staffers hunker down in a second-floor conference room, the blinds pulled shut to the Bay Area's chilly December afternoon. At the far end of an 18-foot mahogany table, a steady stream of execs from Internet startups march into the room, taking up the few remaining chairs. Each company eats up every nanosecond of its allotted 45 minutes, hoping to convince the skeptical audience that their technology can provide the much-needed spark to reignite Internet advertising.

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