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INTERNET ADVERTISING INCREASING SWIFTLY Internet advertising is skyrocketing, and the engines show no sign of a burnout. Spending for online ads will soar to $23 billion annually in North America by 2004, up from $3.3 billion now, according to Forrester Research Inc., a Cambridge, Mass., firm that analyzes the impact of technology. Meanwhile, new technology is making it easier for online advertisers to conduct demographic studies on users who click onto or through a particular site or banner ad. The swiftness of these changes mirrors the rapid growth in the number of online consumers, says Forrester's Charlene Li, a senior analyst specializing in new media research. There were 39 million U.S. households online in 1999. That number will grow to 60 million by 2003, when e-commerce is expected to total $108 billion, with the average U.S. household spending $2,678 online. At present, c
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