It will take longer, thanks to DoubleClick and all the privacy panic-spreaders making a buck and their 15 minutes of fame off this. Immersive-style advertising with high consumer interactivity will lead the way as early as next year. Disintermediation allows members of the public to track stories just as fast as reporters. More companies have realized that an effective online presence is a lot more than a Web site. Services like Profnet, imediafax and GuestFinder allow sources to pitch the media directly.
Web technology allows more accurate monitoring of ad effectiveness than ever before.