1) Tablets are important (apple is taking over the world), lots of potential for advertising innovation given technology like touch and gestures
2) All data will live in the cloud
3) More stuff happens peer-to-peer (Airbnb vs hotels)
4) There will be a lot more startups; you'll need to begin working with startups while they're small
5) Facebook is a big deal, sort of like iOS; they haven't tried to start making money yet. wait for the growth group for finance.
6) More companies are moving into the software business (how do I start a software company in the ad business?)
7) It will be possible to target ads very precisely. what would a super precise ad look like? assume you knew everything about the person, what ad would you give them? think about it that way.
8) Measurement is going to become more important. google makes a lot of its decisions using data.
9) Creative will fuse with generated; games are like branched movies. ads could be transformed similarly (executing a function where the user is an argument)
Summary: in the future, think of the world where more stuff is known about more people.