MediaPost: New Technologies Will Disrupt Mass Media, Mass Marketing, Says Forecast 2005 Panel

At a MediaPost conference, senior agency executives discussed the advent of internet-like targeting technologies in traditional media. Bringing addressability to television has been exciting some, but the media buyers noted that an open question remains: who's going to buy the remaining left-overs of media after its been culled for high-value targets? A MediaVest executive noted that "Waste makes the TV business work."