The way of the future?

I posted this blog on my other Blog for my MBA - The Naked Chasm Jumpers, so thought I would post it on here as well.

I found an interesting article on the BBC website which talks about Google and its ad revenues. It is expected that the Internet giants ad revenues for 2006 will surpass that of Channel 4, a TV channel in the traditional media sector. It is then expected that in 18 months it will surpass ITV's ad revenues. Is online advertising the way of the future?
http://news.bbc.co.uk/1/hi/business/6108678.stm