The future of advertising

Hal Varian, Google's chief economist sees the future of advertising as:

1. Performance measurement of advertising as the biggest need in advertising.
   
2. TV advertising as the biggest opportunity.
   
3. Marketing is the new finance.
   
4. Agencies that embrace quantitative tools and ad platform will prosper.
   

Source:

Google economist sees a more measurable future

Brian Morrissey

AdWeek 2 Jun 2008