Google Advertising

I’m reading a case study published by the Harvard Business School on Google Advertising, and one of the last few paragraphs mentions something I find quite interesting which I was not aware of.It states that Google has been conducting an experiment whereby they purchase ad space from magazines and allow its AdWords advertisers to bid for placement in those magazines.

…the search engine was buying up print inventory and selling it to its advertising clients…Google…could feasibly become a direct-to-marketer.

A one-stop shop for all things advertising (print, online, TV, and radio). Ad agencies aren’t going to like that, now are they?