Robert X. Cringely has been swatting them out of the park lately with his Google columns. The latest one is a must-read, too. It envisions Google doing for TV advertising what it’s done for online ads. To wit:
Google imagines a world where only single people see match.com ads, and people who can’t drive see ads from taxi companies where others see Toyota campaigns….Google is going to let the telco and cable companies burn their capital building out IP-TV, knowing that Google will still be the only game in town for the crux of the whole thing: the ability to show every viewer the specific ads that companies will pay the most to show him at that specific moment. What Google wants to do with these trailers is SERVE EVERY TV COMMERCIAL ON THE PLANET because only they will be able to do it efficiently. Only they will have the database that converts those IP addresses into sales leads, only they will have the servers and disk space close enough to the viewers to feed the ads. Only Google will have the chops to run a constant, real-time auction for the next ad every consumer is about to see, and then serve that ad at the moment the program goes to commercial.