Web banners and rich media were the most popular Web ad formats in U.S., according to the 2007 Online Publisher Survey conducted by Advertising.com, SFN's World Digital Media Trends 2008 reported.

In 2007, nearly 95 percent of U.S. interactive publishers supported Web banner ads on their sites, more than 80 percent supported rich media ads, while some 60 percent supported video ads and contextual ads on their sites.

Search advertising grew from 39.7 percent in 2005 to 45 percent in 2007. Behavioural targeting is on the rise as well, according to Advertising.com.

On the other hand, the use of pop-up and pop-under ads, and e-mail ads are in decline on the sites, according to the World Digital Media Trends 2008 report, released by SFN and the World Association of Newspapers.