For performance marketers, sure. But lots of marketers are lazy or are big brand spenders just looking to do whatever gives them the most reach and the richest

For performance marketers, sure. But lots of marketers are lazy or are big brand spenders just looking to do whatever gives them the most reach and the richest targeting they can sell to their boss. That spend is migrating from TV/Radio/Print to digital and once it goes digital it goes to Google/Facebook. There's always going to be new channels that open up and present short term opportunities. Those channels will get acquired or subsumed by Google/Facebook. That's what the next 4-6 years look like in terms of advertising.