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Eric Schmidt's Money Quote

I couldn’t find this before, and go figure, it winds up in Google – or at least on Google.com.
I’ve been looking for the quote from CEO Eric Schmidt at the Web 2.0 Expo that defines the future of advertising, and John Battelle shared the link from Google’s site. Ready?

So in doing this strategic analysis, we looked at text ads, display ads
(banner ads, as you know them), we looked at radio, bought a company
there [dMarc], television, we’re doing a series of trials there,
acquired YouTube. Part of the reason being user phenomena, which is
extraordinary and we’re very satisfied with that, but also because it’s
obvious that online video will have a significant advertising
component. You put all that together and you think, what would the
advertising customer like? And what they would like is they’d like a
single way in which they can see ads and then have the computer do the
allocation for them.

Process that and if he’s right, you have not just the future of Google, but the future of advertising. Wow.
If you prefer video, you can view the whole thing here:

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Comments to: Eric Schmidt's Money Quote
  • Avatar
    May 7, 2007

    David, its a good observation. The comment that struck me from the keynote by Eric Schmidt, and maybe its a little basic, but it went like this. “In order to win on the internet, you need to be able to scale”. And I think Google looks at this more and more critically with its M&A strategy…
    Good blog by the way.


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