How far have we come? Can online advertising still provide its service if we let news platforms abuse their homepage to dump commercial messages in such a way that the news no longer is the focus of its purpose? Today’s homepage of the Dutch newspaper De Telegraaf is such an example. Looking more like a sales brochure of the local haberdasher it literary dumped it’s page full of commercial bannering overtaking its real purpose of providng news worthy information. If this trend continues we wonder what the added value is of both the newspaper’s online platform as well as advertising on it.