"We are sharing our information to help Google develop the right platforms and Google is sharing technology to help us develop the best services for our clients," said Publicis Chairman and CEO Maurice Levy in an interview reported by The Wall Street Journal. "Google is not going to be an advertising agency," said Google Chairman and CEO Eric Schmidt. "We've all sort of figured out where everybody goes now."
And that is about as much clarity as I have been able to find on the recently announced, non-exclusive collaboration between Publicis Groupe and Google that will see them “working together on using technology to improve advertising”.
What exactly the outcome will be is vague with indications that it would probably have to do with analytical methods for advertisers to “get to the right audiences on the Web, assess the impact of their ads and see a return on investment”.
What the agreement does is to underline Publicis’s drive to be the leading force in digital marketing. “Advertising on Web sites and other digital media like video games has become a large and accelerating business as traditional media like television and print lose customers and advertisers,” The New York Times reported.
“This year, global online ad spending is expected to reach $49.5 billion, up 22 percent over last year, according to the research firm eMarketer,” the newspaper reported.