SAN FRANCISCO ? A Google executive who keynoted the ad:tech San Francisco 2013 conference said that mobile is a critical piece in revolutionizing the advertising industry and the company is constantly rethinking everything it does because of the ever-changing and emerging space.

During the Google keynote presentation, the executive talked about how the advertising space has changed over the years. Not only is the space changing quickly, but marketers need to implement a user-first mentality to drive participation. 

?If you think about the relationship between Internet and advertising, advertising is the lifeblood of the Internet,? said Susan Wojcicki, senior vice president of advertising at Google, Mountain View, CA.

?It?s because of advertising that we have all the free content ? all the content that we know the Internet to be,? she said. ?When we think about the market that we?re in, it?s a huge market, but it?s undergoing tremendous change. 

?We need to move as an industry as fast as the users. It can either go really well or we can have a giant wave and get caught and that?s why we?re all here, trying to think about the future and how do we navigate going forward.? 

According to Ms. Wojcicki, when it comes to advertising, it is all about the users. 

From an advertiser?s standpoint, the dollars need to move to digital. 

As more users move online, more of those dollars need to move online. 

Google has five ideas that are shaping the future of digital advertising. According to Ms. Wojcicki, these ideas are important in making sure the ecosystem stays healthy and sustainable.

The first idea is choice, which means ad views will be voluntary. 

?This might seem hard to accomplish because right now a lot of ads are not voluntary, but we really want to move to a model where the user is choosing to see the ads,? Ms. Wojcicki said. 

?If you think about the ad models we?ve developed at Google, the user is clicking to see the ads,? she said.  

The second idea is control.

Ms. Wojcicki believes that users will participate in advertising if marketers provide enough value and control. 

However, relevance and personalization need to come into play. Users do not like getting ads that are not relevant to them. 

Therefore, it is important that the ads are relevant and useful. 

Thirdly, there is charm. Ads will be more interactive and beautiful, but at scale. 

According to Ms. Wojcicki, the Internet is an amazing canvas where marketers can sight sound and motion and better understand their users.

Nowadays, there are so many tools available that were not in a non-digital era. 

It is important that marketers look at ways to run their advertising initiatives at scale. 

The fourth idea is all about being connected. The executive believes that ads will help users live their lives while on the go. 

Currently, users do not just have one device ? they have multiple ones. 

Although Google is constantly trying to revolutionize in the mobile space, Ms. Wojcicki said that there is still a lot of stuff that the company is not doing with mobile.

?There are a lot of models that don?t exist yet,? Ms. Wojcicki  said. ??We should be able to get offers for things right now on the block we?re standing on.

?These things should exist, but we haven?t built them yet and we need to focus on building these types of experiences,? she said. ?And they will come.?

The last idea is calibration. 

With calibration, all ads will be measured. Clicks will only be one measurement type. 

Measurement is still a big thing for marketers. However, it is important to see what works and what does not work. If marketers do not have measurement, they cannot close the loop. 

Moreover, brands and advertisers need to think about reach and impact.  

?These five ideas are important for us an building a long-term, sustainable ecosystem,? Ms. Wojcicki said. ?If you think back to 10 years ago, online advertising was a lot different and there were things that didn?t exist yet. 

?If you fast forward 10 years, there are going to be even more interesting and more exciting things then the last 10 years,? she said. ?There?s going to be more change and more dynamic. 

?But, it will require the work of us to drive the user experience and generate revenue. I?m excited about the future ? it?s a huge challenged and opportunity for all of us to do together. I?m excited about the future of online advertising.?