React early to Google Ad Manager

I don't believe in being alarmist, but I wanted to point to the new Google Ad Manager as to why UK  companies potentially threatened by Google (for example, advertising agencies, newspapers and directory companies) need to see what Google is doing in the US and use the 1-2 years lead time to get a head start.

Google Ad Manager is easy to use, has an interface with which Google's thousands of UK advertisers are already familiar, provides measurability and is integrated with AdWords, Google Analytics, etc. Whatever its faults, we have seen the effect of such Google products before. With (currently) strong competition (e.g. aQuantive, Advertising.com), Google may not achieve the same dominance in display advertising as it has in text advertising, but you can bet that Google will try, that its competitors will feel the pressure, and that a few years from now Google's part time competitors (who, unlike aQuantive owner Microsoft and Advertising.com owner AOL don't have competing with Google in their veins) will have lost serious display advertising revenues to Google. You can't wait until Google enters your sector before you defend yourself, because Google has so much more development resource than you do that it would never be an even race. And Google will not just erode the revenues from your current customer base, but from new markets that you should be entering (and whose potential may be validated by Google's interest in them).