On sentait l'empire publicitaire français avancer tranquillement dans le marché de la publicité en ligne, mais nous apprenons avec surprise que Publicis vient tout juste de conclure un accord de partenariat avec le moteur de recherche Google, la firme la plus active ces dernières années sur le marché très porteur de la publicité en ligne.

Selon l'agence Reuters, qui révèle l'information, ce deal conclus entre les deux société serait plus un partage de techniques industrielles qu'un simple et banal échange ou accord d'exclusivité publicitaire, Google entend en effet apporter son savoir faire technologique de diffusion publicitaire à l'immense expertise en matière publicitaire de Publicis et ses différentes et très créatives filiales internationales (dont les principales agences de pub nord-américaines : NDLR). Il ne faut toutefois pas y voir là une victoire du créatif sur le financier puisque le but poursuivi est évidemment commun : la domination.

Cette volonté s'était d'ailleurs traduite du côté français par les acquisitions tonitruantes des agences de publicité en ligne Digitas l'année dernière pour 1,3 milliards de dollars ou encore de Wcube au mois de septembre 2007 [fr].
Du côté de Google, véritablement très actif dans ce secteur, l'annonce semble tomber à point alors que l'accord de l'Union Européenne quant à l'absorption de DoubleClick se fait toujours attendre.

Source: Publicis, Google reveal digital advertising cooperation [en]

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