I agree with your points about the web needing a seat at the grown ups table. An interesting story that often is overlooked is how disproportionate online spending is compared to the percent of time consumers spend online. Consumers spend significantly more time online as a percent of overall media consumption however budgets don’t reflect this reality.

In terms of measurement, your point about integration will become more of a reality when advertisers are able to better connect the dots and understand consumer behaviors as they relate to cross channel consumption. We need better dashboards that help connect the dots between spending, consumer behaviors and outcomes. i.e. What is the right marketing recipe?

Thanks for the post. As a media guy with an interactive background, I can relate to your desire to integrate.

Brady