Yahoo!’s Chief Product Officer, Blake Irving, recently spoke at the Internet Advertising Bureau’s Annual Leadership Meeting. It’s stated that a third of media consumption will be moved online; however, a third of media advertising is not online. Blake figures there is a $50 B gap between both ad mediums. He sees three catalysts that will help close this gap:

1. Technology is on the cusp of anticipating our needs
2. Content, like technology, becoming self-aware
3. Mobile devices are creating new relationships and exploding dichotomies.

Hopefully we can get there sooner than later. The industry has too long relied on dated ad models, banner ads, etc. Though advancements in internet applications has been by leaps and bounds, advertising innovation has been slow.