中文摘要：

本文选取国内外八个广告类重要期刊2004年至2009年的网络广告相关文献，对其进行了仔细的分类，从这几个方面综述了网络广告研究的当前进展，并对网络广告研究未来的发展方向进行了探讨。

英文摘要：

Based on thoroughly classifyed papers about online advertising published in eight major domestic and foreign advertising journals from 2004 to 2009, this paper summarizes current development of research on online advertising, and concludes with a discussion on the future trends.