A great article by the Seattle Times titled Media to move to Web, Gates says discusses how traditional forms of media are dying. And with them, goes traditional methodologies of advertising. A few memorable quotes:

“We’re saying newspapers will go online, and there will be massive innovation that comes out of that,” Gates said. “We’re saying that TV, the biggest ad market in the world, will completely go online and have the kind of targeting interaction that you only get out on the Web today.

He said Microsoft’s challenge is to link all of those platforms to give advertisers a comprehensive profile of a consumer — her preferences, what ads she viewed in the last month and which ones she acted on.

“That’s the code that they’re trying to crack, and if they do, they’ll be unmatched,” Cohen said.

It makes Microsoft’s rivalry with Google for online advertising more interesting, he said.

Google dominates the search-advertising industry by drawing so many more people to its search engine.

“Google is obviously a great, fierce competitor,” Cohen said. “They’re doing lots of stuff right, but I think you can argue that they don’t have nearly the range of assets that a Microsoft brings to the party.”

More and more, companies are investing big advertising dollars into venues like Facebook and MySpace, and beyond.

Go on, read the entire article.