Advertizing 2.0

Emarketer today runs an article with some forecasts for advertizing spendings on social media.

I'm afraid that the author's extrapolations are based on the wrong parameters: banners (almost dead) and search word marketing (will die soon). She's totally ignoring media convergence and low acceptance of commercial messages within social environments.
Ultimately, I think that Web 2.0's impact on marketing will be centered around an über profile or super filter.
That's probably what people will use & exploit once they get really sick and tired of filling in the same registration forms and profiles again and again, and/or once they start really to worry about the poor privacy within social media environments.
Therefore my predicitions are that a) the provider of such an über profile - and the big winner of the Web 2.0 movement - might well be within the IDENTITY 2.0 category, and that b) the impact on budgets will be much, much bigger.