The All Media Open Exchange?
Google Tests New Ad Offerings –But Will Advertisers Follow? WSJ
The ultimate goal, Google Chief Executive Eric Schmidt told reporters in October, is to let advertisers buy a broad menu of ad types and distribution through Google’s single Web-based interface. “The long-term fantasy is we walk up to you and you give us, say, $10 million and we’ll completely allocate it for you” across different media and ad types, he said in an interview last month. All types of ads can be made more effective, for instance by targeting them to consumers more likely to be interested in them, Mr. Schmidt said. By tackling that problem, Google expects to expand its share of global advertising sales.
Attention! Media Moguls why are you letting Google go down this path? Google is a black box closed exchange. Why would you put your inventory into the black box and contribute to Google’s quest to conquer and control all advertising? Media buyers why would you want Google as the gatekeeper? Who knows what their margin is costing you – Publishers and Buyers? Check out their market cap!
Get together and make Google open it up!
Technorati Tags: advertising, advertising 2.0, Exchanges, Google