The basic premise of the article is that many non-Internet marketing industries (like billboards and posters) are trying to become more and more "accountable" (i.e. measurable). The Internet has set the bar for what is possible in terms of targeting and accountability. One of the beauties of Internet marketing is that it has an immense potential to be highly targeted and supremely measurable. Technology is being introduced so that billboards are "smart" and can vary their content based on time of day, weather conditions or other factors.