In much same way, revolution that is underway now is also to do with spread of information. The 'culprit' now of course being computer chip, or more precisely personal computer. Once, all information and power was in hands of governments and large institutions. Now everyone has it. This will impact in major ways on economic structures, on working methods and on social structures.

We already know that world's economies are in crisis and that whole countries are virtually broke. Powerful countries like US are so heavily in debt that by 1995, 57% of tax revenue was needed just to pay interest on its loans. The UK, Germany and Canada are also in serious trouble and they are not alone. Japan is more heavily in debt even than US and will contribute to other's worsening situation when it tries to off-load its interests.

What happens when you and I can't pay our debts is that we don't get any more credit and go bankrupt. When it is a major government, they have option of printing money (yes, don't we all wish). That leads to inflation, rising interest rates and then value of money becomes totally worthless.

Part of result that will affect ordinary person will be collapse of infrastructures such as welfare state. We can already see how UK National Health system is in serious decline, underlined by recent reports of child that died, kept alive for 18 months by private donations after National Health had decreed that it wasn't worth it to give her any further treatment. Fundamental health decisions will continue to be made on such economic basis. For same reasons and because of people's greater life expectancy, governments will not be able to fulfil pension obligations. These sorts of basic aid will end up going only to most needy.

After technological revolution, only way to survive this economic revolution will be to return to old ways with a twist. Cottage industry (albeit hi-tech), self-sufficiency and bartering. This revolution will inevitably bring about much social unrest so those of us that live in relatively safer areas will also be at an early advantage. The technology at least means we can work anywhere. Those that will survive best will be those with skills that they can adapt to making their own living.

I do not feel that it is any coincidence that many of 'new' ways of living will also be better for planet's environment. I believe that these cycles are intrinsically linked. Think of how many people you know that survive doing 'a bit of this and a bit of that'. If anyone is, we ought to be in a good position to survive into next millennium.

This may seem time consuming to some of you but I must insist that you consider consequences. If you spend your clients ad dollars on websites that have potential to over inflate their trafficking numbers then you have potential to loose a client. Treat your client's money like your own money and learn where it is going and learn about what sites it will be spent upon.

I have run into roadblocks while seeking this information. Some networks see you as "just another customer" and if you being asking questions that they do not have a canned response for, they may begin to focus on easier customers. The key here is to be persistent. Explain to network that you are not going to make network money without answers to your questions. Many networks nowadays, particularly DoubleClick, have so many clients that they may not perceive you as important - when compared to PepsiCo who is spending millions a month with them. You need to open your mouth and use your voice and do not hesitate to switch to another sales rep at that network. The people working at networks work on commission and if you threaten to shrink their wallet, they suddenly become more attentive to your concerns and needs.

Be sure to write everything down and try to verify information that is given to you. Just because a website claims that they are audited by ABC Interactive does not necessarily mean that they genuinely are. Call supposed auditing agency and verify their relationship with website. Do some investigative work to ensure facts are indeed facts and not fiction.

Just remember, it is a wild Internet right now and there is a great deal of money to be made or lost. Regardless of your capacity in purchasing online advertisements, it is your responsibility to spend that money in a wise manner. Scrutinize your ad buys and scrutinize whom you deal with. If a company is honest then they will have nothing to hide from you. If a company is dishonest then your simple investigative work should not only save your reputation bur ad dollars as well - and in this digital economy ROI is all that matters.