[Doc

Searls](//www.nytimes.com/library/magazine/home/20000813mag-boombox.html), speaking about the success of Google and Overture in the

ad market:

“Bye-bye to ad agencies. Bye-bye to creative, media and

account folks. Bye-bye to operational frictions and value-subtracting

costs and annoyances of all kinds. Give it time, and you’ll be saying

bye-bye to traditional media too.”

I suspect he’s once again exaggerating to make a point, but I’ll bet that he’s close.

The creation of small, perfectly-targeted ads are a holy grail that will be reached by

the geek community first, leaving (what remains of) agencies to scramble around trying

to figure out how to make sense of it all.