It's a very interesting topic. Since the days I worked at Net Perceptions I have wondered what will the future hold for advertisers? As we gain more control over what is put in front of us (1000's of cable/satellite channels, VCR/Tivo, the Internet) how will mass marketing change? Will giant marketing agencies still be effective? Will targeted campaigns become the norm? It will be curious to see how it goes. In that vein ''The Economy of Unbundled Advertising'' is a very interesting read.