In the Roundtable on New Mediascapes and the Futures of Advertising, advertising executives and academics grapple with the following questions: How are advertising and media related? How has advertising adapted to changing mediascapes? Participants agreed that media are intricately linked to and propped up by advertising, but advertising's new tactics have often been adaptations that have come about because of new audience behaviors and the changing media themselves. Participants reflected on how recent media technologies can be used to reach various audiences in addition to the limits of such targeted messaging. The discussion links advertising's historic "digital" evolution to various future, unknown possibilities, including the blending of content and advertising and renewed avenues for advertising such as audio-based messages.

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