31.   The studies compared the effectiveness of various types of online ads, whether plain-old banner ads or ads with new, larger formats.

32.   The upshot, a recent Jupiter Media Metrix report groused, is that many marketers are still incapable of evaluating online ad spending effectively.

33.   The venture, an extension of an existing agreement between the companies providing services in Germany, will generate revenue from selling online ads.

34.   Their concern was heightened last week when PlanetOut said it would start charging for enhanced features with its online personal ads.

35.   They permit DoubleClick and other online ad firms to track what people are looking at.

36.   They predict more irritation as advertisers spend more and develop new online ads.

37.   Thursday, it was at CMGI-controlled Engage Inc., an online ad firm based in Andover, Mass.

38.   When she posted a note warning any would-be visitors that the online ad was a sham, her stalker upped the ante.

39.   With online ad revenues even more scarce abroad than in the United States, many Internet companies are banking on e-commerce.

40.   Advertisers also agreed that union members should be used in online ads, though no pay rates were negotiated.