 Starting in 2006 U.S. broadcast networks began guaranteeing specific levels of program engagement to large corporate advertisers.Keith Ferrazzi wrote in 2009 that Information Age was transitioning into what he termed the Relationship Age, "in which emotion, empathy, and cooperation are critical success traits" and where "technology and human interaction are intersecting and trust, conversation, and collaboration are top of mind and top of agenda".In 2006, researchers from market research company Gallup identified two-dimensional (two-way) communication where consumers participate, share, and interact with a brand as a creator of the engagement crucial to business and personal success.