• , Tuesday, September 30, 2003 12 AM

During the height of the tech boom, McDonald's sat on the Internet advertising sidelines. Sure, the fast-food giant bought into the Web with its own site, but Mickey D's wasn't interested in shifting any part of its $1 billion advertising budget to uncharted online waters. "Unlike cable TV, where you have 300 channels to choose from, the Internet consists of millions of sites," says Neil Perry, McDonald's senior director of national marketing. "Effectively buying space on the right sites is art more than science."

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