Tech.Luver writes with news from IBM Global Business Services about its new report, The End of Advertising as We Know It (report PDF, summary PDF). It forecasts greater disruption for the advertising industry in the next five years than has occurred over the previous 50. Among the conclusions: broadcasters will have to change their mass audience mind-set to cater to niche consumer segments. Distributors will need to deliver targeted, interactive advertising for a range of multimedia devices. Advertising agencies must become brokers of consumer insights and guide allocation of advertising dollars amid exploding choices. All players must adapt to a world where advertising inventory is increasingly bought and sold in open exchanges vs. traditional channels.