Old habits die hard. After 40 years of doing things a certain way, broadcast advertising professionals have a well-defined comfort zone: Develop the spot, deliver the assets to the networks, reach as many viewers as possible, and get data from publishers. That's just how it's done, and with nearly 70 billion in advertising dollars being spent on broadcast each year in the U.S. alone, why mess with a good thing? Why not just let the people down the hall worry about the online end of the campaign? The answer is two-fold. First, there is a lot to be gained from changing the broadcast min...