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With the global economy on the ropes, many believed that television advertising was going to suffer.

And the death of television itself has been predicted for years as many argued that the accountability offered by digital advertising would eventually make television advertising a lot less compelling.

The head of media buying group ZenithOptimedia is expected to give a rosy outlook on digital ad spending at the UBS annual media conference in New York today.

Chief exec Steve King will tell the gathering that he expects the web to become the world’s third largest ad medium by 2010, behind only newspapers and TV, according to The Times.