Way back in 1997 Ray Taylor wrote a ground-breaking report for KPMG which the (then) big-six consultancy firm published under the title Advertising on the Internet in the UK. The report drew on original research produced by Ray's company and separately published the same year, again under Ray's authorship.
Much of the received wisdom about internet advertising in the UK and Europe has been derived from these two reports and further business intelligence work carried, out under Ray's direction, for Jupiter Communications of the USA.