Google Vs Media Agencies

Google's New Frontier: Print Ads

Ultimately we think it will bring in revenue, which is why we're doing this," said Denise Warren, chief advertising officer for The New York Times Media Group, who cited Google's existing relationships with hundreds of thousands of advertisers as a major draw. "There is a scale you can tap into with this kind of system. That is very attractive," Warren explains.

Google Print Ads could reduce the role long played by media-buying agencies by essentially offering advertisers a mechanism to deal directly with print publishers—and also offer marketers like eHealth's Telkamp rich ROI metrics that media agencies can't match. One media-buying executive, though, sounded unconcerned. "It might start changing the way we do certain things," says Peter Gardiner, chief media officer for New York agency Deutsch (IPG). "But the whole world is changing right now."