"Once again the ad business will be growing. But a new media and marketing order will be taking hold. In measured-media terms, in 2016, the furthest year forecast by eMarketer, TV will still own the biggest piece of the marketing pie (36%), but just barely. Online advertising, at 31%, is sure to be hot on its heels. Further behind but growing fast will be mobile, whose share will have jumped from about 1% today to 5% as marketers chase a wholly mobile consumer reveling in constantly improving gadgets and services."

"What follows is a program for how the ad industry and its leadership can take on the most pressing challenges and be ready for the problems of the future. Some of these are old, nagging concerns that have been kicking around for years or even decades. Others are just now taking shape. All are crucial."