WSJ.com : "It's the big question on Madison Avenue: Is Google a friend or foe?
Ad companies are increasingly jittery about signs that Google is contemplating expanding its online ad-placement business into traditional media. Such a move could threaten Madison Avenue's increasingly important media-buying operations. Media buyers help marketers figure out where to place their ads by analyzing the effectiveness of potential advertising venues -- anything from a TV program to a Web log to a cellphone screen -- and then negotiating terms for the ad's appearance.
Once an industry backwater reserved for wonks, media-buying has become more glamorous -- and crucial for clients. Worried about the effectiveness of traditional TV ads, advertisers are putting more emphasis on new marketing methods including the Internet and mobile devices. Media buyers serve as a guide to this tangled landscape. In recent years, ad companies have poured increasing resources into their media-buying units in an attempt to attract clients."
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