I don’t get it. Are these people really so clueless to think they can compete on data with Google or Facebook? Google knows what you search, who you email (thanks to GMail), which sites you browse (thanks to Chrome) and where you are at all times (thanks to Android). On top of this, they own Doubleclick, which serves a significant share of the world’s banner ads. Do Omnicom or Publicis own something similar to Doubleclick? Not that I know. So, can anybody tell me what kind of “Big Data” (first paragraph, page 2) they are talking about? They buy campaigns from Google and then what? And then they think they can “analyse” the data better? Online ads don’t work. That’s why you need all that data and all that number-crunching power. Omnicom and Publicis have neither. Weren’t they supposed to be strong on strategy and ideas and creativity? Have they given up on all that? So now they want to beat Google at its game? Sounds like the perfect suicide to me.
