In the grand consulting tradition of elaborately restating the obvious (and issuing a press release about it, no less), IBM have declared that...

wait for it...

Advertising Is Changing.

That's right, campers, we have our future all scoped out, thanks to Big Blue:

Advertising agencies must experiment creatively, become brokers of consumer insights, and guide allocation of advertising dollars amid exploding choices.

Does anyone think maybe that's what we're already doing? Oh, I guess they mean all those Other agencies - the ones who don't "get it".
So why have they bothered publishing this sort of 1997 thinking now? The payoff comes near the end:

IBM believes that all players will need to invest heavily in consumer analytics and automation to gain more insights about the consumer and how to reach them.

Now all becomes clear - just hire IBM to do your analytics and automation, and everything will be Just Ducky™.
Anyway if you'd like more of this sort of thing, here it is: Link