• by Gavin O'Malley , Staff Writer @mp_gavin, November 6, 2008

Arora just went a momentous step further, with regard to the health of display advertising, saying, “Total internet advertising should equal TV advertising very, very soon.” That's bold.

Rules of thumb that will get the industry to that point faster include accountability â€" “Every campaign should have it,” says Arora. Additionally, “Every campaign should move toward direct response because it is so measurable.”

Said Arora with regard to remnant advertising in social networks: “It’s not going away, but there is a move toward direct response.”