Web 2.0 is changing the role of advertising on the internet. Social networks, blogs, wikis, podcasts, online videos, virtual worlds and other new media platforms have all contributed to a dramatic shift: even as real communities have developed online, the internet has become an increasingly individualized experience. People have the freedom to customize and personalize the way they use the web. Consumers have more control than ever before — and most importantly, they like it that way.

As advertising on the internet continues to evolve, the measures of efficacy are also being redefined. Click-throughs and impressions aren’t enough anymore, because it’s not sufficient just to be exposed to a message. It’s about interaction. About fostering a meaningful experience with a brand. To capture the attention of potential customers, you must now connect with them in a compelling way.

I believe in letting consumers tell us what they like and what they don’t. Allowing consumers to opt-in for things they are interested in and opt-out for those they aren’t. Giving consumers a way to discover and explore additional products based on their previous preferences. By putting people at the helm of their own internet experience, we get the information we need to be able to effectively tailor digital marketing efforts to a target audience — and not just any audience, but one that is receptive and responsive.

Eventually, we will be connected virtually everywhere, which means that advertising will also be able to reach us anywhere we go. The current trends of contextual advertising and recommendation systems will be raised to the next level as mobile technology continues to develop. Advertising will become more relevant and timely. When a man is driving his car and the low gas light comes on, his GPS system will already know which gas stations he prefers and show him where the closest one is located. When a woman’s favorite shoe store has a sale, her cell phone will notify her that her preferred brand is half off — and in her size.

Though consumers may welcome this level of personalization, new companies will find it more and more challenging to reach potential customers without their explicit permission. This means that in our efforts to reach potential customers via new media platforms, we must not alienate them. Even though privacy has always been an issue, it’s just now coming to people’s attention — the sudden flux of personal information that is available to advertisers gives consumers a valid cause for concern. Companies who advertise online must take care and caution in order to maintain their reputation for honesty, security, and privacy. Both now and in the future, losing trust will also mean losing business.