Much has changed in the world of advertising in last decade. New technology has meant faster delivery of advertising campaigns. New media has meant more ways to deliver an advertising message. But perhaps the most significant change in advertising in the last ten years has been the shifting role of the consumer. Today's consumer has moved from a passive role to an active role and this shift changes everything. The following presentation highlights the impact that this movement is having on advertising and lays out the basic blueprint for capitalizing on this significant revolutionary milestone in our industry.