Forrester sees the latest advertising revolt, like the one on YouTube, as the beginning of the end of advertising as the industry knows it today. The idea is to shift billions in investments from bad ads that don't produce results to ones that can form better personal relationships between consumers and brands. The report estimates that advertisers wasted $7.4 billion on poor-quality display ad placement in 2016. In fact, the report -- The End of Advertising As We Know It -- focuses on a critical change that will enable consumers to have a "world free of advertising." The report suggests "people will spend less and less of their time "doing interruptible things on interruption-friendly devices," such as home hubs, as more people use devices like Amazon Echo's Alexa or Google Home's Assistant to get answers to questions without being bombarded with ads -- advertisements as the industry knows them today. Get the full story at Media Post and Advertising Age