The future of retailers is endless; technologies are bringing shopping to a whole new level. On October 15, MasterCard will begin a new product called ShopThis in the November tablet edition of Wired. It will allow digital readers to purchase items described in an article advertisement by tapping on a shopping cart icon found on every page. This new development is not only restricted to MasterCard, many other companies are 
experimenting and adapting with this new idea. Although, these new technologies are in their early stages, they have great prospect to change the relationship between customers and advertisers. These technologies are solely designed in the interest of consumers for their convenience and utilization. However, some companies will find it unreasonable to purchase an advertisement in a magazine that may be advertising a competitor’s product. On the other hand, many smaller companies will want to take advantage of this technology to publicize and advertise their brand. The potential of such technologies should definitely not be underestimated.
Read the article: http://www.nytimes.com/2013/10/08/technology/for-shoppers-next-level-of-instant-gratification.html?pagewanted=2&_r=1&ref=business&