Home  › Media › Media Buying  Media Buyers: Will Google Put You
Out of Business?    |  February 22, 2002   |  Comments  Tig's
done the math. He thinks Google's just-launched CPC model
(coupled with its stealth technology) could eventually make many
agency and sales functions obsolete.  About eight years ago, I
came to a frightening realization: To most efficiently assign
media to messages, several forms of calculus would have to be
applied. It made me shudder, remembering that I'd gotten only
three out of a possible five on my AP calculus exam back in high
school (and that was probably out of sympathy).  The reality of
the media marketplace is that different slots of media are
valued differently by different potential advertisers. Thus,
setting the optimal price of media involves multivariable,
multifunction algorithms that can sometimes be solved only by
applying the complicated calculus of integrals.  Worse still,
the results of that math will suggest different advertisers
should be charged different amount