It is arguable that advertising on the Internet is not paying off; however the fact that this is a new medium can not be ignored. Many advertising practitioners have not yet figured out what to do with the Internet. With more trial and error situations and a stronger dedication on the part of advertising agencies to embrace this new medium advertising will succeed.

This is a demanding medium, advertisers will need to employ a great deal of work, research and creativity to satisfy a finicky consumer. The public wants advertising on the Internet. Ecommerce sites have become very lucrative venues to sell product. Informative product home pages, site sponsored software programs and site sponsored ezines have been very successful tools for advertisers. The commitment is there, everyone involved in the Internet from the start up companies to the established sites are counting on the fact that advertising on the Internet will at some point work. Because so many people are invested in this working, there can be no doubt that in some form advertising will be a presence on the world wide web.