Google and Advertising's Future
Geoffrey PrecourtWARC Online
"Is Google a friend, enemy or fre-nemy?"
The query, posed to three agency M&A executives, was an acknowledgment of the white elephant at a recent US media investment conference.
It sent me running to Jeff Jarvis' hot-off-the-press book, What Would Google Do? Jarvis, the founder of BuzzMachine, says: "It's hard to name an industry or institution…that should not be asking: What would Google do?"
Jarvis predicts a dark future for advertising agencies in a Google-driven world, although he does see a Googlized role for agencies as consultants: "training companies how to...