The End of Linear Media

"If the prediction comes true, it looks like a rosy picture for people in interactive today. We're setting the stage for the future of all media. The principles we're establishing today, such as user measurement, real-time tracking, and accountability, will be incorporated into all media in the near future. When savvy marketers have a solid understanding of how online media works, they ask for the same measure of performance from all their marketing efforts. Nothing like detailed performance data to determine the real return on investment (ROI) of marketing efforts."