Searls]1, speaking about the success of Google and Overture in the
“Bye-bye to ad agencies. Bye-bye to creative, media and
account folks. Bye-bye to operational frictions and value-subtracting
costs and annoyances of all kinds. Give it time, and you’ll be saying
bye-bye to traditional media too.”
I suspect he’s once again exaggerating to make a point, but I’ll bet that he’s close.
The creation of small, perfectly-targeted ads are a holy grail that will be reached by
the geek community first, leaving (what remains of) agencies to scramble around trying
to figure out how to make sense of it all.