Despite the problems facing the US economy as the subprime mortgage crisis spreads, online advertising is expected to continue growing, reports The Financial Times.

While cost-cutting pressure would seem to betray a hostile economic environment, experts say it could actually speed up online ad growth. This is in part because of expected lower costs, and in part because companies will be looking for as much accountability in their advertising as possible.

The last time the US faced an economic recession, online ad spend dropped quickly and dramatically, resulting in the infamous burst of the online bubble. Since then, search and ad-targeting via network buys and other means have increased, meaning advertisers may continue  to spend safely on ads more relevant to consumers.

The one industry that may have to significantly cut back spending will be the mortgage sector, but most firms are increasing spending at present, reports the Financial Times.