eMarketer reports that an American Advertising Federation survey showed that about seven out of eight mainline marketers appreciate online media's ability to target both based on traditional metrics and on new, behavioral mechanisms. Even more, about 19 out of 20 of those surveyed, flattered their own traditional media efforts by indicating that one of the blessings of online media is its "ability to complement traditional media." Three quarters of those surveyed said the interactive media are good for determining return on investment.