There is a "reasonable probability" that half of all advertising will occur online within the next five years, says Google Senior Vice President and Chief Business Officer Nikesh Arora. That shift will be driven in part by the rise of technologies such as Web-connected TV, Arora adds. "The big tipping point we're waiting for is Internet connected televisions. We're waiting for things going from 'nice-to-have' to 'must-have,'" he says.

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