Executive Summary (This is a document excerpt)

Recent major acquisitions in the online advertising space — like Microsoft's $6 billion purchase of online marketing firm aQuantive — signal the renaissance of online advertising. Improved technology and the increased appeal of display ads vis-à-vis search and email marketing is driving more aggressive adoption of online media. But this is only part of the story. Last month's acquisition activity indicates that the industry believes that marketers are finally ready for a wide-scale adoption of interactive media and technology. However, smart interactive marketers will perform due diligence of their media partners' marketing services, leverage agency partners to ensure media conglomerates' objectivity, and adopt the interactive marketing organizational structure that best fits their company goals.

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