If you still don’t believe that the future of advertising is going to be data-driven, here is another indication of the shift taking place in the business of advertising.

WPP to Ally With Omniture

If you didn’t read my earlier post about the lack of analytics capabilities at traditional ad agencies, let alone multicultural agencies, the news that WPP is now in bed with Omniture, one of the leading Web Analytics software companies, shows just where things are headed.

Although I have some serious doubts about the future of paid analytics software providers like Omniture and WebTrends, when you consider what Google Analytics give you for free, this deal shows that at least one agency holding company sees that agencies will need to be able to provide advanced analytics capabilities to compete.

One last thing – apparently the folks at the WSJ don’t know what Web Analytics is either. How else could you explain this strange and cryptic description of Omniture’s core software product – “Omniture works with marketers to find out which pages customers visit before landing on an advertiser’s Web site.”?

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