Very interesting article - http://www.imediaconnection.com/content/25973.asp
Main aspects I highlighted for myself and i think we are moving to the right direction.
- Financial data
Integrate ad serving tools with financial systems that are used by customers.
- Buy-side data
CPC is not so useful, you can get more value comparing data from display and search campaigns.
- Audience data
Target audience, not page.
It becomes obvious that even though internet advertisement is relatively cheap, but industry needs to focus on making it more effective. Probably social medias and mobile advertisement could help to do this.