Google and advertising's future

This paper discusses the massive influence that Google has had on business in recent years and, particularly, the increasing impact that some predict it will have on advertising agencies.

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...

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