Zach Rodgers is a solid reporter, but he doesn’t make a convincing case that Google will own online display advertising next year, or in the near future. Real-time bidding is all well and good, but what about advertising in real-time feeds? Other than adding video inventory into its exchange, there’s not much on how Google could pull ad networks and exchanges out of the low-cost, click-through dominated, remnant inventory ghetto. In theory, Google is well-positioned to do what the industry calls attribution analysis, that is, understanding the influence of display (or offline, for that matter) campaigns on search and on ultimate purchase conversion. But I hear more about that from Microsoft. Brand advertisers increasingly want cross-media integrated campaigns, with things like product placement, sponsorships, social media integration, and influencer analysis. Oddly enough, traditional media companies have better assets to direct at meeting that demand.