Accenture has released a new report on online advertising. It finds that the content providers are embracing the Internet and other new technologies that promise to change their industry. They expect that user control is becoming very important. These content companies expect they are in the best position to profit from these changes.
These people also expect that advertising support is going to remain the predominant means of monetizing their content; however the nature of this advertising will change. While they expect that audience measurement will be the primary way of pricing advertising, interactive approaches that include cost per click or cost per action will become nearly important.
This report is well worth downloading and reviewing. It shows that fundamental changes are actually starting to happen.
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