Within five years, digital ads are expected to surpass traditional ads, as part of the continuing dominance of ad-driven online content, according to Accenture's 2008 Global Media Content Survey. Nearly two in three of those polled also predict that, in five years, the ad-driven model will set the business standard over subscriptions and so-called pay-per-play services, and two-thirds believe multiple platforms will be the biggest source of sales over that same timeframe.

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