Sure, it makes sense for retailers to want to track the way interactive ads affect online sales, she said.

Another new study makes direct comparisons of certain kinds of interactive ads and television spots but does so basically on the older medium's terms.

Promoters can place rich, interactive ads on the Web sites most trafficked by their target audience.

This does not mean that consumers never control the structure of the interactive ads.

Spending for the assignment, including creative development, sports marketing and interactive ads, was estimated at $70 million.

More advertisers appear ready to start spending at least part of their budgets on interactive ads.

P.& G. spends $3 billion a year on advertising but has been recently spending only $3 million a quarter on interactive ads.

Instead, it came up with bizarre, sometimes interactive, ads that were rarely to do with the Amiga itself.

The television, radio, print and interactive ads offer answers that range from spending more time with your children ("When was the last time you giggled?")

The difference between interactive ads and those for television or print is that interactive advertising is seen by users on request.