Google killed the TV star?

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What if Google invested in eye tracking technology free on every TV?

They could do it in partnership with TV manufacturers, and under the auspices of measuring smart TV (read YouTube viewing on TV).

How quickly would this disrupt the TV advertising industry by exposing the TV GRP. People just aren’t watching commercials, we would conclusively discover.

The clear winner in the budget switch that ensues, must surely be Digital channels. And Google the biggest beneficiary.

Now we’re no Google fans here at DIA, mainly because of the conflicting positions they take in the industry on buying, selling, delivery and measurement – yes that’s right, if you use DoubleClick or Google Analytics you trust the same people who deliver your advertising to tell you whether it works or not. Similar conflict for publishers and marketers. But Google has to be admired for the work they have done in simplifying and driving our industry forward.

Investing in a system that could bring down TV might just be the simplest and smartest move it could ever make. And the best for our industry.

Could Google kill the TV star?

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Tom Simpson

Tom Simpson is an investor, advisor, and writer working across AI, markets, media, and culture — tracking where value and attention are moving. He is the founder of AK3R, working selectively with founders, investors, and companies on strategy, while investing in and building businesses in digital markets. He writes the Hyperfuture Memo on Substack, on how AI is reshaping markets, media, and culture. He is also the founder and editor of Digital in Asia, an independent publication covering Asia's digital markets since 2013. He splits time between Vietnam, Singapore, and the UK.

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