Let's Be Serious: Online Display Ads Will Fall Sharply In 2009

I talked to a guy recently who had a plausible-sounding theory that ad spend won't drop hugely, but it will be spent in fewer places - the bigger, "safer" sites.

Actually, I think compared to the growth we've seen, a 10% drop would be pretty sharp. Not a "game over" drop, but it's a significant shift in direction. It's grown by 25-35% the last few years.