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Search advertising, the onetime bastard stepchild of internet marketing which only five years ago barely existed, is now poised to double the spend of display advertising in 2009 (eMarketer). With the continued decline in Display performance, some people believe the only thing that will save Display advertising is making it more like Search. This session explores these leading edge ideas, technology and provides some early case studies the effectiveness of making Search the Operating System for Display. We will provide case study examples of the above and the amazing results achieved and ads that are not only search applications themselves but that can be purchased and targeted based on the keyword.