Those who know how to use the Internet are already coming to expect that. When preparing for a class, if I can't find something on the Web to bolster an argument, I'm put off. It surprises me. Soon it will be expected to be the norm. Young adults will insist that personal information has value and they will expect marketing to be geared toward that personal information.
Mass marketing is out.
Pinpoint targeting of advertising will be expected. Basically, don't show me anything that doesn't have an impact specifically on me. Don't show me anything that I would never want to buy. The Net Generation will begin to request a wide range of choices in whatever they wish to buy, get knowledge about, or consume. This will also go into creating products for the consumer.