Great article about future of advertising

The next 5 years will hold more change for the advertising industry than the previous 50 did. Increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked. Our research points to four evolving future scenarios – and the catalysts that will be driving them.
Traditional advertising players – broadcasters, distributors and advertising agencies – may get squeezed unless they can successfully implement consumer, business model and business design innovation.

The trends toward creative populism, personalized measurements, interactivity, open inventory platforms and greater consumer control will generate more change over the next 5 years than the advertising industry has experienced in the last 50. This means that many of the skills and capabilities that were the mainstay of success in the past will need refinement, transformation or even outright replacement.
Based on an IBM global survey of more than 2,400 consumers1 and feedback from 80 advertising executives worldwide collected conjunction with Bonn University’s Center for Evaluation and Methods,2 we see four change drivers shifting control within the industry.

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(Source: Berman et al., The end of advertising as we know it, IBM Insitute for Business Value)