Top executives from Yahoo and Microsoft today reiterated what Google CEO Eric Schmidt told agency executives Tuesday at the Leadership Conference of the American Association of Advertising Agencies here: We're here to help you, not replace you.Notwithstanding the significant investments they've made in advertising and their direct interaction with clients, Yahoo president Sue Decker and Microsoft's Brian McAndrews positioned their companies as technology resources that make the Internet easier for consumers and marketers through new tools, systems and methodologies.
In short, they're concentrating on the science of understanding consumer behavior on the Web while agencies focus on the art of creating impactful brand messages.
"With the digital revolution becoming more and more about science, it will continue to be about art, but science is becoming more and more important," said McAndrews, svp, Microsoft Advertiser and Publisher Solutions. "We can really help take what is a very complex world and make it more understandable and simpler."
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