How P&G skips the middleman

Stephen Baker

The Wall Street Journal writes today about how P&G and other companies are setting up their own social-networking sites to reach consumers. Capessa, a P&G health features venture with Yahoo, is an example. The point of these sites is not to advertise, but to interact with consumers and learn from them. It's much like a worldwide focus group, but the analysis will be driven in many cases by mathematical rendering of the clicks and interactions on the sites.

So how does traditional ad-based media respond to this challenge? Like Yahoo, we'll have to figure out how to act as a conduit between advertisers, or sponsors, and their customers. They want more data. And if they don't get it from media, it's now clear, they'll strike out on their own.

Before it's here, it's on the Bloomberg Terminal.