Article at a glance:

A reality check for online advertising

• Internet advertising has recaptured the imagination of marketers.
• Yet recent McKinsey research finds that supply bottlenecks could limit the pace of online ad growth and drive prices higher. Moreover, a dearth of ad agencies that can manage both traditional and digital campaigns could further slow the shift in spending to online ads.
• Over time, inventory levels will increase, and marketers will be able to shift larger portions of their budgets online. Until then, marketers will have to manage a broad and rapidly changing array of media vehicles.