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While the Internet provides marketers with many ways in which they can provide innovative and convenient services to consumers, the two main sources of digital revenue remain e-commerce sales and advertising. This presentation reviews the state of both market segments in the U.S., providing insights into the size and nature of e-commerce, its key driving factors (including the emerging transformative role of mobile devices) and the learning that Comscore has amassed about how online advertising can build successful brands – both in the virtual and physical worlds. The advertising truths that transcend technological change are revealed.