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"While spending on Internet marketing has been growing dramatically over the past decade, the top 50 or 60 brand marketers are very much underrepresented," said Randall Rothenberg, president and chief executive of the Interactive Advertising Bureau, a trade group. So far, the online industry has been "growing by grabbing the low-hanging fruit."

As with television, radio and other media, advertising dollars will shape what is and what isn't available on the Internet.

There are, to be sure, billions to be garnered from online advertising -- about $21 billion last year in the United States, according to the Interactive Advertising Bureau. And analysts expect that figure to double or more in the next decade.

Yet for all the growth in online advertising, there are some doubts that the advertising revenue available is enough to pay for the kind of content -- articles, videos, etc. -- that Internet visionaries have predicted.

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Can the Web build brands? Matt Freeman has been saying "Yes" for as long as I've known him (which predates his fame and renown -- depending on what pack you run with). Honestly, most of my day-to-day colleagues and day-to-day clients remain skeptical. I can't say I blame them. But the pace of change is a daily source of frustration ... for me and practically everyone I know in the agency business.
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