Ad dollars flood Web, but will they go far enough?

AD DOLLARS FLOOD WEB, BUT WILL THEY GO FAR ENOUGH?
[SOURCE: Reuters, AUTHOR: Paul Thomasch]
Companies will spend a record $31 billion this year to advertise, social networks, video exchanges and blogs. But some media veterans worry that expectations for online advertising may be getting out-sized. Increasingly, they say, too much media depends on advertising as the only source of revenue. With new players from software makers to cable operators also trying to cash in, the dollars simply may not stretch far enough.
http://www.reuters.com/article/internetNews/idUSN1221764120071012