In case you missed it, the IAB announced that the online ad revenue for the second quarter of 2007 hit a new high.  Over 5 billion dollars.  Wow.  Some quick math will point out that we should be looking for a 20 billion dollar year in ad revenues online.  That’s impressive.

HipMojo points out that the big dog of the online ad game, Google, accounts for over 40% of the U.S. Online Ad revenue.  That also is impressive.  What’s more impressive, and I think more than a few people either missed it or glossed over it is the fact that performance revenue increased the gap between it and cpm (impressions) revenue.

What does that mean for you and me?  If we’re counting on Adsense, Adbright, or any other impression ads to pick up or sustain their levels, we better start counting elsewhere.  PPC (pay per click) advertising seems to still be rising, but I would guess that the large increase to the performance revenue is most likely due to affiliate sales.

So, how much affiliate work do you do?  I’d say you’ll be doing more in the next few months.  I know I’ll be focusing on getting my affiliate work in gear.  I’ve been doing poorly in that particular area so I have a lot of work to do.