The Online Publishers Association (OPA) notes that year-on-year online ad revenues are up 40 percent in year-on-year first quarter results. The conflict in Iraq at first resulted in lower ad revenues, but then revenues surged within a few days of hostilities commencing. The corner has definitely been turned for online ad sales, not due to any economic shift so much as major advertisers finally realizing where the eyeballs are and having more effective ways in which to attract them. So much for chortles at the expense of ad-driven electronic content sales. Electronic advertising can respond quickly to changing campaigns and conditions, get highly contextual with very specific audiences, and enter an environment where relationships are built as much as product knowledge. The hype is over: long live the reality.