The digital world is being driven by the need to have accurate data to help create the intended impressions and views. Combine this with highly scientific metrics and digital becomes less of a gamble and more of a viable channel for brand communications.
I believe it was Lee Clow who observed that in the early days of television, it was the media "scientists" who determined much of what was considered valuable activity. But it wasn't until the artists got hold of television that the true persuasive power was unlocked. I see some parallels with digital today.
Maybe it will be the artists who explore and take risks that will truly determine what can be achieved in digital. Ultimately, it will be a collaboration of artists and scientists that will push digital to what it can truly be.