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Looking for evidence that cable TV, the industry, needs a forward-thinking digital media gameplan?  Look no further than this commentary around a decision rooted in a "heads buried" approach to change.Traditional ad agencies are not leaders, they're fearful laggards that have yet to smell...

1) Ignore the price: By now this should be obvious. 2) GOOG gets instant display ad relationships with nearly all large online publishers and more than half of online ad agencies. Whoot! 3) Free ad serving is on its way and pairs very nicely with free Web analytics and ad campaign optimization. This...

Google will bring SCALE to a popular cost model at the expense of a variety of other networks who's publishers have been increasingly reliant on Google for traffic. Ad networks like ValueClick (VCLK) have attempted and failed to both wean themselves from dependency and satisfy advertisers'...

Yahoo has proven itself to be more savvy than Google when it comes to insulating itself against click fraud suits arising from advertisers.This is a raw deal for advertisers of all flavors. Will it come back to haunt Yahoo?  Yahoo stands to benefit from being sued by its advertisers based on...

The future for what could be a killer application for Google -- its Checkout service -- continues to be underestimated and misunderstood. This is NOT about PayPal and IS extending the life cycle of Google's advertising product (the AdWords connection) and growing their advertising dominance (base of...

In my column, I talk about the under-utlilized assets at Yahoo's disposal:Large Advertiser BaseBehavioral Information Regarding SearchLarge Inventory Pool Under Direct Control

Top agencies and top marketers using agencies still plan and buy media using antiquated methods.

I'm not convinced that the big operational redundancies and inefficiencies are addressed by this cosmetic shakeup.  Two main areas of redundancy are the two separate sales forces (display and search) and technology platforms display and search.  

In the short-term (pre-Internet Protocol TV boom), if Google can convince broadcast and cable television "content owners" of relatively intangible ratings boosts attributable to YouTube viewing it may fend off lawsuits AND a larger play by content owners to monetize their programs via what would amount...

What Doesn't Matter:Copyright infringement lawsuits are the very least of Google's worries.  What Does Matter:Cable companies (i.e. Comcast who is already moving) banding together and creating their own Web distribution point.