As such, it will rival search marketing in terms of importance, and will far surpass traditional advertising in terms of measurability.

FORBES: Online Group Buying's Need For Speed

Moreover, Hilles argues, Google will draw new advertisers by introducing levels of accountability and measurability that haven't been available before in radio.

FORBES

The former believe only measurability, mainly by clicks, can produce meaningful results in online advertising, while the latter quite reasonably still believe in the power of compelling ads to change brand affinity and buying intentions, often months down the road.

FORBES: Connect