More on where the money is...

Peter Cox from the floor says that the big boys will not let IPTV happen, because it jeopardises their interests.

Advertiser funding content is now still mainly product placement. We have a lot of learning to do on this, says Mike. But Brad says that people want content when and where they want, and may pay more not to watch ads.

Phil Sim of Mediaconnect says that people don't mind ads if they're the right ads. So the issue is how do we get to targetted ads? That will drive everything, so the question is how we create targetted ads across every type of media.

Brad says that he may avoid ads on TV, but he still passes billboards, reads magazines, and so on. So how do advertisers reach people when they avoid ads? We still do see things.

Alisdair Faulkner from the floor talks about click fraud. What's the impact? Phil says the CEO of Google says this will self-correct. But it is a huge issue.