While I agree with most comments and I think the "prediction" on this article is rather exaggerated, I do think the whole industry needs adjusting, is ripe for disruption if you wish. Companies will figure there is a better way to spend ad dollars. Coincidentally, take a look at this retargeting error on my local newspaper today, does SendGrind knows it just paid for printing the same ad 3 times? Did it on purpose? There is nothing else to put (space was not sold) so might as well put 3 of the same?

Take a look: http://postimg.org/image/58dmkvjkx/

(BTW, this is not the first time I see repeated retarget ads)

(Same site on incognito gives the same repeat ads error: http://postimg.org/image/b89qoca8x/)