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Motion. 5 Online Ad Spend Trends - The eMarketer Blog. Tuesday, December 15, 2009 Behind eMarketer’s updated US online ad spending estimates are a plethora of intertwined forces, both cyclical and structural. The main cyclical force is the recession and its impact on both consumers and companies. However, the economic cycle has reached bottom — at least for the online ad industry. Me InTru 3D.