Increasingly (and especially in rough economic times) advertisers have been turning to digital media for their marketing efforts.  Reasons for the switch are numerous, but the most resounding reason has to do with accountability and metrics.  In contrast to most traditional media outlets, digital media can be tracked, managed, and optimized throughout the flight of the campaign.  Exact impression numbers can be reported, exact clicks determined (and billed from), and return on investment delivered.

The idea of integration and convergence in media has to do with traditional and digital media coming together or converging into a more accountable and trackable media landscape.  Moves in this direction include the use of digital billboards, IP-based television programming, and online radio campaigns.