Executive Summary (This is a document excerpt)

In North America in 2009, interactive marketing will assume an unapologetic — and, in some cases, central — role in the marketing mix thanks to both the ascendance of digital media and the inherent measurability of interactive channels. Tactics like search and social applications will do particularly well. Meanwhile, marketers will scrutinize — but not slash — online display budgets by using new optimization tools to boost the return on this spend. Fundamental upgrades to the Internet infrastructure, endorsed by the new Obama administration, will allow US interactive marketers to embrace rich and entertaining ad formats.

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