Google, Microsoft and other Web players may be wasting precious time and resources trying to dominate the display ad segment of the Web when the real ad potential may be in the user-generated, social media sphere, according to this article. "Advertising ought to be designed to support the social-media program, because the tip of the marketing spear ought to be the consumer-generated-media piece," said Mark Haas, CEO of Publicis Groupe's Manning Selvage & Lee.

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