Those who may be familiar with Seth Godin know that he's been a pretty good predictor of what's coming in business and marketing. For me it started with his book Permission Marketing where, by his definition, he states that "Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them." Think about that concept - people who actually want to get them. Not "roadblocks", not "takeovers", but actual engagement by choice. Such a novel concept, except most marketers disregard this basic premise: people don't like ads.
Seth's genius continued in his book "Small Is The New Big", a concept that's undoubtedly unfolded in truth through micropayments, micromessaging and microplatforms. Yes, Seth's written a few stinkers along the way, but a man has to eat and Seth has a large home in Westchester to maintain. That being said, I was reading a sister agency's report on digital ad spending in 2009 and was completely blown away by what I saw.