Comments on: Meanwhile, Google Attacks the Display Market http://battellemedia.com/archives/2009/09/meanwhile_google_attacks_the_display_market.php?utm_source=rss&utm_medium=rss&utm_campaign=meanwhile_google_attacks_the_display_market Thoughts on the intersection of search, media, technology, and more. Thu, 16 May 2013 04:38:00 +0000 hourly 1 http://wordpress.org/?v=3.4.1 By: James http://battellemedia.com/archives/2009/09/meanwhile_google_attacks_the_display_market.php#comment-3663 James Mon, 21 Sep 2009 21:18:51 +0000 http://battellemedia.com/archives/2009/09/meanwhile_google_attacks_the_display_market.php#comment-3663 <p>These ad exchanges are just another example of the pressures facing traditional ad agencies. They are being disintermediated completely by these types of tools. As Zach pointed out, faxing IOs might soon be a thing of the past. So, if the agencies aren't even doing that anymore, how *will* they add value? As soon as corporate marketers can buy OUTDOOR advertising using online tools, it's *completely* over for the agencies.</p> These ad exchanges are just another example of the pressures facing traditional ad agencies. They are being disintermediated completely by these types of tools. As Zach pointed out, faxing IOs might soon be a thing of the past. So, if the agencies aren’t even doing that anymore, how *will* they add value? As soon as corporate marketers can buy OUTDOOR advertising using online tools, it’s *completely* over for the agencies.

]]> By: Zach http://battellemedia.com/archives/2009/09/meanwhile_google_attacks_the_display_market.php#comment-3662 Zach Fri, 18 Sep 2009 20:29:52 +0000 http://battellemedia.com/archives/2009/09/meanwhile_google_attacks_the_display_market.php#comment-3662 <p>John, I'd be willing to make a bet with you that in two years both premium and spot buys of remnant will be integrated into these exchanges. Once the buyside has technology in place for managing their buys they will start to insist that premium publishers sell their inventory through the exchanges. The days of faxing IOs are going to be gone soon.</p> John, I’d be willing to make a bet with you that in two years both premium and spot buys of remnant will be integrated into these exchanges. Once the buyside has technology in place for managing their buys they will start to insist that premium publishers sell their inventory through the exchanges. The days of faxing IOs are going to be gone soon.

]]> By: JG http://battellemedia.com/archives/2009/09/meanwhile_google_attacks_the_display_market.php#comment-3661 JG Fri, 18 Sep 2009 15:42:56 +0000 http://battellemedia.com/archives/2009/09/meanwhile_google_attacks_the_display_market.php#comment-3661 <p>I know I bash this point a little too often, but does nobody care anymore (least of all Google) about that whole little "the advertising's gotta be relevant" thing that made us trust and accept Google ads in the first place? Display advertising like this is (as I've said in the past) the polar opposite of the ideal that they once stood for as a company.</p> <p>I've suspected it for years now, but is it time for me to simply acknowledge that old Google is no longer in existence, that it is gone and dead forever?</p> I know I bash this point a little too often, but does nobody care anymore (least of all Google) about that whole little “the advertising’s gotta be relevant” thing that made us trust and accept Google ads in the first place? Display advertising like this is (as I’ve said in the past) the polar opposite of the ideal that they once stood for as a company.

I’ve suspected it for years now, but is it time for me to simply acknowledge that old Google is no longer in existence, that it is gone and dead forever?

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