Traditionally, website creators have increased their ad revenues by serving up more page impressions -- but that could be changing as advertisers look to waste less money on ads that are not viewed by the right customers, writes Eric Farkas. Next-gen sites and applications such as Facebook, Twitter, Spotify, Pandora and Instagram are focusing less on sheer volume than on serving up premium, highly targeted advertising. "I'm excited to see advertising ... break free from the page-view prison we've been in for too many years. Both online advertising and online content will be better off," Farkas writes.

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