When they talk about sales online, are they really saying, look, it just costs less to advertise on a smartphone or a tablet than it does on the traditional medium, as we say traditional, but we mean the screen that sits on your desk.
Yeah, i think what happens is when people buy into these alternative vehicles, the overalling a are a gation of what they call --ing a gation of the cost per thousand that you reach becomes lower.
Therefore it becomes morph of an efficient buy for an advertiser.
It becomes more efficient for an advertiser but it may not be so great for google, i imagine.
What do you see happening in the future as google tries to sort of wean itself not necessarily away from advertising, but at least add something that's complimentary?
The loss of the desk top to laptops to mobile is almost certain right now.
We're seeing a major shift happening in technology.
We're seeing social media become less social.
This is why facebook have bought what's app.
I remain very optimistic about google because unlike everyone else, it's doing charts.
The majority of phones right now, mobile phones, run on android.
Google, i use google maps on my iphone.
My mail is delivered to me by google.
I make calls over google infrastructure.
Moving forward i'll be driving my car using google's self-driving software and we'll have google delivering us internet.
They're also building robots.
I'll probably be buying robots from them who come and clean up my house.
Google is working on all of the big things.
You have ups an downs, you have technology shifts but the big shifts are still ahead.
What happens when google has all of this information on many customers all over the world?
They don't say that they have the same kind of infrastructure as facebook.
But when you talk about hundreds of millions and billions of people, what do you do with that data?
This is a scary part.
Google gets to know us better than we do.
They're trying to take all the information they have about you and re-engineer the human brain, to understand how you work and think.
To be able to predict that you're going to go out to a restaurant tonight and make a reservation for you.
To be able to tell you what you want and have you -- have it delivered to you before you order it.
All of these data are going to be used in amazing ways and in really, really scary ways.
We can talk about the wonderful, we can talk about the dark side, how google is becoming the most powerful corporation in the world.
You can talk any way you want to.
I want you to talk about advertising because it seems as though the whole concept what have advertising really is is changing.
Tell people about your company and how you have to identify those changes really almost before they happen.
I think that the whole base plan to this google phenomenon is really what the trend is going towards in the law of advertising which is direct marketing to your consumer and almost lifestyle mapping, what they do on a daily basis.
So whether it's lifestyle mapping, so when you wake up in the morning, you go to the gym obviously, you eat a certain meal, you go to work, you take a car home and -- and they have all this information about you so they can track you from let's say general mills, they can find out whether you're using an at&t phone plan.
And google buys nests so they know what your home temperature is like or when you watch television or turn lights on.
They know where you're driving.
In a benign borled, -- world, there's nothing wrong with this information and you can opt in and opt out as the case may be.
Does this mean that the way the companies -- because you have relationships with companies, does this mean that the way they are going tone gauge with the customer is going to be different and they're going to want to see much more direct results?
More precise and the return on investment has to be faster and much more effective and efficient.
So instead of spending millions of dollars and casting a very large net in the world of traditional television, this way i could pinpoint my consumer and get direct results within the second.
So what they're talking about is they're going to know what kind of toothpaste you use but also they're going to find out how much is left in the tube and ship it to you before you even notice that you're running low.
Google is going to know you better than your wife or your goifer or your better half does -- girlfriend or your better half does.
That's the amount of information they're gaining about.
They're going to know what your friends think about you, where you go, what you do.
That's the world we're moving into.
How do you separate what is an advertisement from what is in a sense real?
Because if you -- why do we need ads?
That's a good point made recently.
That the entire nation of advertising has changed.
The only reason we need ads is to be persuaded to buy things.
If google did all the work for us, they can decide what's good for us.
This is how google is thinking.
To be able to predict what we want and where we want to go.
That kind of artificial intelligence, how does that also play into the role of the government?
Because somewhere you'd think everybody has this information.
Not just google.
Well, that's again -- now we're getting to the scary part of it.
Google has more information than big brother ever dreamed about.
There's no government that has this type of information.
The n.s.a. tries to hack into certain information about us.
Google has all of this data.
Who knows what happens in the future?
That's where we're headed.
One of the things that makes me think about is the work that you've done with mobile advertising companies.
For example, starbucks.
You get messages.
Is this now a point in which everything's going to be pushed to you?
Nothing's going to be passive anymore, at least on the surface?
On a minute by minute, second by second basis, as you walk down the street you'll get a push message, whether you want a new cup of coffee or a new shirt.
Or you get a google drone that knows where urso they can personalize whatever message they have.
We talk about procter and gamble and starbucks, they love this type of platform because it makes things more efficient for them.
But if you think about that third party, small mom and pop
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