Michael D. Andrew, Director of Search & Analytics at Mediasmith writes for Mediasmith: It is about data -- data in ways we have never before fathomed. The future of advertising is not about social, not about viral videos, not about mobile, not about any new medium or any new ad unit -- but about data. Those who know what to do with this will be the new kingmakers, the new rulers of Madison Avenue -- or the creators of a new Avenue of media.
Why is this so? Because the impression by itself is becoming worthless. More...
