????整合能給廣告公司帶來明顯的好處。如今，投放廣告變得太過復雜，如果一家公司旗下?lián)碛兴袑用娴姆?，便可以使整個過程更加流暢，進而可以大幅削減成本。當然，這種成本削減不可避免地會轉(zhuǎn)化成裁員。

????廣告公司向潛在客戶的推銷的賣點是廣告業(yè)中僅存的、沒有發(fā)生變化的地方：廣告人是專家，因此客戶不必專業(yè)。

????如今他們精通的不再是創(chuàng)意，不是讓消費者想要知道在哪兒能買到牛肉，而是如何在消費者考慮購買的那一刻，不失時機地把廣告主的產(chǎn)品展現(xiàn)在消費者眼前。

????不過，谷歌和Facebook這類廣告平臺同樣掌握了廣告公司的這項技能。而這正是廣告業(yè)所面臨的最大風險。極少數(shù)廣告發(fā)行商控制了全球絕大多數(shù)的廣告位庫存，他們有足夠的動力簡化廣告的購買過程。廣告購買過程越簡單，公司就越可能購買廣告。廣告效果越好，公司就更愿意花錢做廣告。

????隨著策略性廣告購買變得更加容易，商家將不再需要專業(yè)人士告訴他們?nèi)绾瓮斗艔V告，因此，廣告公司的許多本事已經(jīng)難有用武之地。

????然而，廣告業(yè)的職位雖然會減少，但廣告業(yè)不會就此消失。大多數(shù)廣告發(fā)行商無法提供谷歌和Facebook所能提供的服務，例如無限制分析和簡單的廣告位競價過程，這讓廣告人有許多機會，繼續(xù)兜售他們的專業(yè)知識。

????關鍵在于，從整體上來說，隨著廣告業(yè)所遭遇的這種技術(shù)性破壞變得日益頻繁，有工作、有能力買得起廣告里的商品的人員會越來越少。（財富中文網(wǎng)）

????譯者：劉進龍/汪皓

????

????Consolidation has significant perks for advertising companies. Placing ads is so complicated right now that having all the layers of service under one roof can smooth the process and deliver significant cost reductions. Still, those reductions will inevitably translate to layoffs.

????The pitch ad agencies make to potential clients is one of the few aspects of the business that hasn't changed over the years: They are experts so their clients don't have to be.

????What they are experts in is no longer the creativity that will make everyone want to know where the beef is. Instead, it is in how to get an advertiser's product in front of a consumer at the exact moment when that consumer is thinking about making a purchase.

????This skill is one the agencies share with the likes of ad platforms Google and Facebook. This is the most significant risk the industry faces. The few publishers that control a significant majority of the advertising inventory around the world have an incentive to make ad buying easier for companies. The easier the process, the more likely they will buy ads. The better the results, the more they will be willing to pay.

????As strategic ad buying becomes easier, companies will no longer need experts to tell them how to place their ads, removing much of what the agencies are doing.

????Still, while the number of jobs in advertising may decrease, the business won't be completely wiped out. Most ad publishers don't offer what Google and Facebook can offer, such as unlimited analytics and simple bidding processes for ad placement, providing plenty of opportunities for the ad people to continue selling their expertise.

????The concern is that, from a bird's-eye view, as technological disruptions like the one in the advertising world become more frequent, there will be fewer employed people out there who can afford what is being sold to them.