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It's Not Just MySpace. How Soon Before Everyone Is Partnering And Competing With Google?

Posted by: Jon Fine on November 6, 2006

Judging from the news about Google Print Ads, maybe sooner than we thought.

Here’s one thing I am wondering: Is the prospect of Google allowing advertisers to place ads in newspapers (and, later, magazines) bad for media-buying agencies or … well, or what?

Let me know what you think.

Reader Comments


November 6, 2006 6:59 PM

When consolidation like this happens- there is bound to be a chang ein business models. Especially the internet has been disruptive to agents/middlemen of all kinds. How many travel agents do you see today - thats an entire segment of middlemen that got wiped out?

Media buying agencies turn is next. Just the few will survive. What stops Google from doing the next deal directly with Nike across all media....

This is a serious question- one I dont see media agencies fretting too much over - not yet. But the day is not far......

Bill Wise, Did-it

November 14, 2006 3:56 PM

In this new age where Google is very much streamlining the media buying process and applying its technology model to more traditional inventory like radio and newspapers, the more traditional agencies very much need to evolve. Media buying alone is no longer a huge value-add for marketers. Agencies need to become more and more analytical and create a knowledge base around utilizing real-time bid technology and regression models to better combine art and science together to manage media placements. I believe Madison Avenue will be hiring a lot of mathematicians and statisticians over the next few years to manage in this evolving analytical advertising marketplace. If not, the "new age" ad agencies will gain share.

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The media world continues to shapeshift as new forms arise and old assumptions erode. On this blog, Bloomberg Businessweek will provide sharp analysis and timely reports on the transformation of this constantly changing terrain.



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