According to a report by Pew Research Center released on Monday, digital advertising is on track to overtake all other platforms by 2016. Though there has been little success in trying to get traditional advertisers to move online, the focus should not be on transferring the models of legacy media advertising to the digital world, but rather using new media to develop better models. This is already happening with advertising exchanges that offer an alternative to advertising networks, the largest of which are owned by Google, Yahoo and Microsoft. Of course, the tech savvy companies are at an advantage here—developing new models is easier than switching from the old to new. Nonetheless, how can digital advertising better serve the news?