So, what's traditional TV, ad3 agencies and their clients to do when faced with this reality?
Google and IAC each have now announced two different approaches -- Google's, not surprisingly, more "high tech." Google has joined forces with Visible World Inc. (an advertising-related tech company) to more effectively serve up more targeted ads to TV viewers, whereas IAC has taken a much more "traditional" tact. Specifically, Barry Diller has joined forces with newly-ousted NBC TV exec Ben Silverman to create a new "integrated advertising" company -- integrated marketing includes tactics like including products and services directly into the TV programming itself so that the viewer does not think that such placement is a commercial. A great example of the latter is the prominent use of red Coke cups by all four judges throughout each show of "American Idol."
Two divergent approaches -- both, which could be effective in this brave new world.