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Eye-tracking studies show users tend to ignore content contained in banner ads. The news has ad agencies wondering whether display advertising — Yahoo's bread and butter, Google's hopes and dreams — is worth the money. That's idea behind Matthew Creamer's 2,274-word opus in Advertising Age. The 100-word version goes:

The Internet is too often viewed as inventory, as a place where brands pay for the privilege of being adjacent to content. The marketer, once at the mercy of a locked-up media landscape, can now be a player in it. In other words, marketers can build websites that do cool, useful stuff. Matt Freeman, CEO of Tribal DDB cites Pepsi, one of Tribal's clients, as an example of a company that could be a giant media player if it wanted.

The three-word version: Britney Spears videos.