The emergence of the next generation of Internet technology and applications has led to the coining of the term Web 2.0 to indicate that the Internet now has more capabilities than ever before. The Internet media companies such as Google, News Corp, and Yahoo are just some of the leaders taking advantage of this with the introduction of new services and applications. This revival of the Internet has also led in part to the re-emergence of the Internet economy, and more specifically e-commerce. The increase in broadband connections is another factor that has led to this revival according to BuddeComm. Revenue from the large range of content and services available from the Internet is rapidly increasing globally; travel, gambling, adult content, music and health services are particularly popular, and social networking services are flourishing. It is estimated that by 2010 more than $US2 billion will be spent on social network advertising in the US alone. The Internet economy is increasin