> This is absolutely not the case. Google’s biggest ad clients achieve pretty incredible ROI (called ROAS) on each dollar they spend. Yet overall advertising s

> This is absolutely not the case. Google’s biggest ad clients achieve pretty incredible ROI (called ROAS) on each dollar they spend. Yet overall advertising spend is relatively flat. It's just shifted from one media to another. Advertising will not collapse. Companies budgets for advertising is fairly flat as a percentage of revenue. Who get advertising dollars will shift, but even there, not too much. Nor will we see more advertising. Sites have already bloated sites beyond the capacity of what most people will accept. What will likely happen is more special interest content will continue to slip behind paywalls... much as it was in magazines and specialist journals you paid for prior to the web.