Summary
I'm not convinced that the big operational redundancies and inefficiencies are addressed by this cosmetic shakeup.
Analysis
Two main areas of redundancy are the two separate sales forces (display and search) and technology platforms display and search. Given the common customer base among heavy ad spenders it becomes increasingly asinine to have separate sales forces.
Sure, self serve advertisers won’t need a sales person, but that doesn’t stand in the way of one sales force. If you can’t sell both search and display advertising, you shouldn’t be selling Internet ads at all.
Its great to have a number cruncher at the helm, but make sure business sense prevails and politics are ushered out.Kevin Lee consults with leading institutions through GLG
Analyses are solely the work of the authors and have not been edited or endorsed by GLG.
