|The next 5 years will hold more change for the advertising industry than the previous 50 did.IBM
Institute for Business Value, The end of advertising as we know it
The report says that two-thirds of the advertising experts IBM polled expect 20 percent of their advertising revenue to shift from impression-based to impact-based formats within three years.
Ummm….what does impact-based mean? And how the heck are we going to measure it?