The future of web media buying (and building)
A dry topic? Probably not, since it drives what gets built online.
MySpace was invented to generate pageviews. That simple stat got them sold for a lot of money. If no one cared about the stat, it would have never been sold, and if it couldn't be sold, it would probably not have been built. Multiply by a million sites that want either ads or a buyout and you get the idea.
So what's next?