While US is the leader in media advertising with its huge budgets, other countries soon follow in their footsteps. Indian media advertising is Rs. 3000 Crore market (~ $1 billion). With more and more people coming online in India, this market is only going to grow. The giants like Bennett & Coleman and others are trying hard to get a piece of this huge pie.Businessworld ran a cover story on online advertising in India. Indian users don’t have great access to the Internet compared to users in other countries. A large number of users in India still gain access to the Internet via dialup but that is changing fast and affordable broadband is making great inroads. The end result is the number of users jumping online is soaring but the sad reality is there are no metrics to engage online users in these emerging markets.Most of the advertising money in the Indian sub continent still goes to the traditional print and Television advertising, but as broadband penetration increases, India is going to become a huge market destination for online advertisers. The sheer population of India will soon be a major attraction for advertisers.