TED2012 kicked off on February 27, and runs for four fantastic days.

TEDsters around the world are glued to their #TED2012 livestreams (Yay TED Live!), #Twitter streams, and the TED 2012 website, hanging off of every word, thirsty for the latest in ideas, imagination and innovation.

I myself, a long-time TED fan and associate, and now a TEDLiver, am among them. There are at least a thousand reasons I love TED, and I love that I get to experience this year's conference livestream.

Media and advertising companies still use the same old demographics to understand audiences, but they're becoming increasingly harder to track online, says media researcher Johanna Blakley.

As social media outgrows traditional media, and women users outnumber men, Blakley explains what changes are in store for the future of media.

Johanna Blakley studies the impact of mass media and entertainment on our world.

As the Deputy Director of the Norman Lear Center (a media-focused think tank at the University of Southern California) Johanna Blakley spends much of her time exploring how our entertainment interacts with our political, commercial and social habits.

She is especially interested in the surprising impact of intellectual property rights on innovation, organizing conferences around the lack of creative ownership in fashion as well as technology and the ownership of creative content.