Among the first “old” media executives to awaken to the threat [posed by Google search] was Mel Karmazin, then the CEO of Viacom. He visited Google in 2003 and remembers how Page and Brin extolled the value of being able to measure everything, including the effectiveness of advertising.
This alarmed Karmazin, for it threatened how he sold advertising, which was based on salesmanship, emotion. Karmazin and the networks continued to charge steep rates because, Karmazin says, “advertisers don’t know what works and what doesn’t. That’s a great model.”