If online content purveyors such as Google, Yahoo, AOL and Hulu want TV's advertising dollars, they should consider advertising in traditional spaces, as Netflix did with its hit "House of Cards," writes Lucas Shaw. The content distributors have to create a sense of scarcity for online space, too, and settle on a common measurement system, such as Nielsen's for television, so that media buyers don't have to be making apples-to-oranges comparisons between platforms, he writes.

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