Eric Clemons wrote a clinical piece about inevitable the death of internet advertising. Seth Godin foresaw it ten years ago with his book Permission Marketing, and the rest of the marketing world are slowly catching up, albeit with a lot of kicking, screaming, kicking and screaming.
You can no longer interrupt people with unwanted ads. That’s the path to failure. Permission Marketing, the delivery of ‘personal, revelant and anticipated’ messages to the people who want them, is the winning strategy. Are you willing to drop your inertia?