Actually, one of the most interesting things to come out of the Internet revolution is the idea that consumer behavior can be monitored and comprehended en masse. With the advent of online retailers, potential buyers' activities can be translated to likes and dislikes at a very minute level of detail -- something that television, print, and space advertising simply cannot do. Buyers who have tasted direct conversion rates based on raw CPC numbers available from online advertising media will increasingly demand accountability from traditional advertisers.