Will the ad giant's purchase of a US digital ad specialist be worth the money?

The merger is a case of Madison Avenue trying to catch up with Silicon Valley, trying to use their size and reach to deliver small targeted markets to advertisers in real time.

The merger will bring rival accounts under the same roof — like Coke and Pepsi. And that could lead to a shake up in global advertising business.

As the advertising industry embraces the Internet, it still depends on an older technology to deliver results.