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The session didn’t really touch future ad models. It was more of a take on how present issues can have an impact on the future. For instance, how will current privacy concerns affect where Google’s going? Kevin Ryan overcame technical difficulties to moderate.  John Battelle, author of the must-read book The Search, is convinced that transparency will be a huge issue going forward. He says consumers will ask, “What do [search engines / web publishers] know about me? Can I edit it? How is it used?” Battelle comments, “This is not very clear right now,” adding that privacy agreements are very hard to understand. “To get to this point where people are okay giving up their personal information – their search history, their programming history - we need to feel like we can access the information known about us and control how it’s used.” Battelle further expects class action suits from consumers that will have the one positive effect of opening up the dialogue on the subject. http://www.adtechblog.com/2522/