The end of advertising as we know it

http://www-03.ibm.com/industries/media/doc/content/resource/business/2898468111.html

Imagine an advertising world where… spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles, and a significant share of ad space is sold through auctions and exchanges. Advertisers know who viewed and acted on an ad, and pay based on real impact rather than estimated “impressions.” Consumers self-select which ads they watch and share preferred ads with peers. User-generated advertising is as prevalent (and appealing) as agency-created spots.

Based on IBM global surveys of more than 2,400 consumers and 80 advertising experts, we see four change drivers shifting control within the industry.

IBM Media and Entertainment industry | Media and Entertainment consulting

まだ途中までしか読んでいないが、わかりやすい内容。文中、想定できる固有名詞はたくさんあるが、（Google Adwords,Overture,YouTube,Google Analytics...）巧みに一般名詞に置き換えている。（苦笑）
検索してみると、元コカ・コーラCMOによる同タイトルの書籍（翻訳書籍は「セルジオ・ジーマンの実践!広告戦略論」）が出版されていることも発見。