Doug Ross @ Journal

Google to control all TV Advertising?

Fascinating speculation by Robert X. Cringely on the future of Google in the world of IPTV. The telcos and cable companies are probably quiverying in fear contemplating a world where Google controls all marketing data. And for good reason. Just ignore the yelling (capital letters). It's still worth a long, careful read.

VIRTUALLY EVERY TV AD IS WASTED ON PEOPLE WHO AREN'T REAL PROSPECTS... 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... ...You're puttering in your home office around 6pm when you hear your wife call out from the living room where she's watching CNN. She says she'd rather not cook tonight -- how about going out for Italian and a movie? You Google movie showtimes and restaurants, print out a list of what's playing, and a map to Antonio's, and walk out into the living room just as Wolf Blitzer is throwing to commercial... Guess what the commercials are? Yep -- nothing but movie and local restaurant ads, with special "code words" to give at the box office and restaurant for steep discounts, good that night only. And it seems a new Italian place just opened up in town, and their commercial is hammering away at a recent review they got that said that they're so much better than that cheesy Antonio's dump it's not even funny. And it's half-off for new customers, tonight only! ...Google will cut a deal with every network to customize their ad spots for every viewer. For a small cut of their ad revenues, Google will handle all customization costs, hardware and software. The networks will all go along because the customized ads will be so much more profitable that it would make no sense for any network to refuse.

In a similar vein, check out ordering pizza in the year 2010. Funny and terrifying.