The data released by ad revenue optimisation company PubMatic in its Ad Price Index for the fourth quarter of 2008, showed that sales for small, medium and large websites were down from the same period in 2007 by 52, 23 and 54 per cent respectively.

PubMatic co-founder and chief executive officer Rajeev Goel told the Earth Times: "Online ad pricing is a reflection of what is happening in the overall economy and, as a result, pricing has dropped significantly in almost all categories in the past year."

However, he did add that shrinking sales could be the incentive needed by online advertisers to implement more accountable campaigns.

Doing so, he claimed, is bound to bring in more revenue in 2009.

This comes shortly after internet marketing consultant eMarketer down-scaled its predictions for ad spending in 2009.

It had initially estimated the online advertising industry would earn £3.93 billion in 2009 but has scaled that figure down to £3.58 billion, as a reflection of ongoing financial turmoil.

Living Streams comment - this means that, for those who believe in marketing their way through and out of the recession, there is better value to be had from internet advertising - even better than before.