2000 500% increase in the NASDAQ index shows technology companies performing at an all-time high. 10 March 2000: NASDAQ peaks at 5048 and the tech market collapses. Internet enters a new phase of information sharing, user-centred design, and collaboration. Consumers engage with brands in a more organic, personalized way. Marketing embraces the concept of “creating value for customers”. Shift away from simply pushing advertising to customers online, towards delivering ads better suited to their lifestyle, personality, demographics, wants and needs. 2001 3G mobile connectivity debuts. Launched by Japan’s NTT DOCOMO, in same year that the first branded-content campaign goes live. It is a series of short, dramatic video clips by A-list directors called “The Hire”. BMW pays for the series and its cars are featured in each episode. 2003 Site-targeted advertising debuts. Google AdWords allows ad placement via keyword, domain name, topic, and demographics. Quickly becomes Google’s main revenue source. Branded Content Marketing Association founded. Study shows consumers prefer native ads over traditional ones. President George W. Bush signs into law the Can-Spam Act (Controlling the Assault of Non- Solicited Pornography and Marketing Act).