It’s all about the advertising. Get it? In 2007, researchers estimate that there were well more than 2 billion views of progressive download or streaming media every month! That doesn’t even include user-generated content. Translated into dollars, that means that revenue from advertising associated with streaming video and audio grew to about $1.37 billion—just under 40 percent growth from the year before. Still not convinced, almost half a billion dollars were generated from pre-roll advertising— the ads shown before a streamed television program. Don’t expect these numbers to start falling anytime soon. Even if the economy slows in 2008, the relatively cost-effective ability to create, distribute and measure digital advertising across a variety of media platforms and formats, wired and wireless, will likely not slow down. Go Giants! Go Gadgets! Go Widgets!