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Nov 13 2007   2:31AM GMT

Overheard: What IBM thinks about the future of advertising

Margaret Rouse Margaret Rouse Profile: Margaret Rouse

1.gif 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?

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