WebProNews

The markets have been open for roughly one hour today, and at the moment, the Dow is up by about 200 points.  A new report states that online ad spending, for its part, is supposed to rise by 23 percent this year.

 David Hellerman

Here's the difference: we're not counting on the Dow to hold its gains; violent downswings have dogged it for months.  Online advertising is supposed to be more reliable.

"Several elements unique to the Internet will support continued US ad spending growth even if other media falter," according to David Hallerman, a senior analyst at eMarketer.  "The greater ability to measure ads online will likely encourage marketers with reduced budgets."

As a result, U.S. online advertising spending should increase from $21.1 billion in 2007 to $25.9 billion this year.  In 2009, an expenditure of $30.0 billion is expected, and in 2010, a full $35.0 billion should change hands.

We've heard similar predictions before, but every additional one imparts that much more reassurance.   Meanwhile, the Dow's up $225, and all that increase does is make us nervous.