Ask HN: Online Advertising Resources

Is there a comprehensive resource (preferably in book format) that covers ins-and-outs of online advertising? I am looking for a resource from an online advertising client perspective.

What are different online advertising avenues? I am aware of Google Adwords, Commission Junction, Amazon Associates. I am looking beyond such majors in this area. How effective they are? What type of advertising work best for each avenue? Something that will help me make decision on appropriate online advertising channels and maximizing return from these channels. List of online advertising avenues, best practices for creating and serving ads, specialized channels.

Thanks