Rolling up an Online Ad Agency Powerhouse: AKQA CEO Tom Bedecarre (Part 8)
Check other articles in the series...Here we get a bit philosophical about the reason behind some of the industry regulation problems, and the pressures applied from the major players. Nonethelss, here is a new trend in advertising, one that is based on algorithms and mathematics, and the older schmoozing oriented models will be forced to adapt.
SM: So you think these major players are afraid of being chased off of the field? TB:
My own cynical view is that there is a lot of fear of change and that it is not really about Doubleclick owning the dark publisher platform. I think there is a separate and completely distinct group of privacy concerns and people, that are concerned about having too much consumer information in too few hands leading to problems. I don’t really think that is an FTC issue in terms of anti-competitiveness, and I have a hard time seeing either one of those big deals not go through.
SM: In the new scenario, if you fast forward a few years, instead of the people who control these trillions of dollars, and money flowing in New York, it would flip so you just have a different set of companies like Google, Yahoo and Microsoft who would own the whole ecosystem. TB: That is a great observation that instead of Omnicom and WPP and IPG controlling all of the media, it might be Google and Microsoft and Yahoo!. I think that it is that type of plutonic shift in the plates that is causing so much angst in the New York camp. I think it is the hundreds of billions of dollars that are spent on advertising, and now obviously less than 10% of that is online. But more and more will be.
This segment is part 8 in a 9 part series Segment 9 →
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