Is Social Media the REAL new media? – Ad Age

NEW YORK (AdAge.com) — The exuberance isn’t so rational this time, either. It’s déjà vu all over again as the web giants scurry to build massive internet-ad networks: Microsoft makes plays for Yahoo, both of them talk to AOL, Google tries to milk a display powerhouse from DoubleClick, and venture capitalists throw money at ad networks and exchanges.

But amid the frenzy, it might be worth taking a look at whether today’s economic and marketing developments are shrinking that pot of gold they’re all after. Because guess what: The trough of ad dollars flowing from places such as TV and print to the web isn’t bottomless after all.

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