Robert Young certainly thinks so. He suggest that Google will soon become the equivalent of an operating system for advertisers.
Just like Microsoftâ€™s Windows (or any other OS) manages all the hardware and software resources of a computer, Googleâ€™s Ad/OS will similarly manage all the critical components of an ad campaign, regardless of media type…Googleâ€™s Ad/OS will be used to manage and buy ads at many of the top new media publishers like MySpace, YouTube, AOL, Ask, and Google itself, of course, along with hundreds of thousands of blogs.
It’s an interesting observation and one I don’t disagree with. Young goes on to quote ad executives who believe…â€œas long as they donâ€™t develop their own content, we think weâ€™re safeâ€?.
Considering Google has the means to drive down the cost of advertising, and ad agencies make their money on percentage of ad-spend, I would hardly consider them to be “safe”.