Rishad Tobaccowala, chief innovation officer at Publicis Groupe Media and president of SMG Next, predicts that rising digital media costs eventually could mean Google placements will cost more than a network buy. But the more important part of his message to the OMMA West Conference and Expo, as reported by ClickZ, may be his warning not to return to the arrongance of bubble days: “People say, ‘media will take over everything; data will take over everything; digital will take over everything; search will take over everything,’And the truth of the matter is nothing will take over everything.”
Hear, hear.
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