Who Will Control Advertising?

"Technology is beginning to allow consumers to control their access to content, just like the remote control let viewers channel surf. Using a variety of technologies, consumers can control what they see, when they see it, and how they see it. They can strip portions of content out -- such as ads -- and they can share content with others.

People will control how they access content. It isn't about letting them or stopping them. It's inevitable. If we don't start working on models that deal with this fact, we'll have significant problems.

People want to do the right thing. They don't want to steal content. They're willing to watch advertising to "pay" for content. But they won't wait for us to figure it out. They'll change their content consumption habits right out from under us."

Media is changing in front of your eyes and gives each one of us the opportunity to become active interlocutors in this new, emerging, global conversation.