Traditional advertising companies should be more worried about Google than Microsoft is.
By tapping into its customer base of millions of small online advertisers, Google is looking to transform old media by removing the middleman, such as a radio station's ad department, and make it easier for small companies to gain access to radio, magazines and newspapers through the same types of online auctions that Google has used to sell its popular search ads.
Source: Google Aims To Revitalize Advertising On Radio - washingtonpost.com
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