Yesterday Bill Wise wrote a great piece that appeared in AdWeek entitled “Will IBM Crush Madison Avenue?” I think that the question should be rephrased – “Are Web Analytics Companies on a Collision Course with Ad Technology Companies?”
Sometimes timing is everything. Last night, at the bit.ly Hackathon, I was sitting with two of the key technologist for WebTrends team. The ideas that Bill had presented were still fresh in mind so I asked them to show me the WebTrends platform. In their demonstration of the platform they kept mentioning marketing, ad targeting, segmentation, real time customization, all looked very useful, very slick, and…all things that were once the exclusive purview of companies like advertising.com or doubleclick. There are literally hundreds of different companies participating in the ad technology space, that stand to face some huge new competition from these analytics companies.
IBM, Accenture, WebTrends, Omniture, and other analytic companies will expand what they can and will do with the data that collect and organize on behalf of their clients. Right now it seems that they are going to go head to head with the Ad Technology space – not Madison Avenue directly.
Let me know what you think. Am I crazy?