This is true of the entire practice of marketing & advertising. Every "innovation" is just a new way to break through the noise to capture consumer interest. (r

This is true of the entire practice of marketing & advertising. Every "innovation" is just a new way to break through the noise to capture consumer interest. (remember the first time you saw a URL on a truck? so cool! now even my credit cards have URLs on the back and I don't give a shit) There are two ways succeed: 1) create new forms of media (author talks about this a little at the end) and 2) make better ads on existing media. Pretty much every advertising company I know about tries #2. Improved targeting by xyz fancy algorithm or better creative, which works until it succeeds too much.