The document summarizes key points from Eric Schmidt's 2011 keynote address to the IAB annual leadership meeting on the future of online advertising. Schmidt discussed how the market is shifting from traditional to online advertising, with new winners emerging. He explained Google's approach focuses on adding value by solving customers' problems of learning about products and deciding what to buy. This approach also benefits advertisers and publishers. Schmidt said the new online advertising model is fast, measurable, cheap, and solves problems for all parties through cross-media campaigns and testing by publishers.