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Ad agency conglomerate Publicis Groupe announced it will create a new "open source" ad network running on inventory from AOL's Platform-A, Google, Microsoft and Yahoo. Everyone knows the world does not need yet another ad network, so why is Publicis doing it? We asked AdWeek's Brian Morrissey. The five-word version: Because its scared of Google.

It's a way for the buy side to match what's happening on the sell side. The sell side is consolidating in these big platforms and Publicis thinks it needs to organize its buying to hook into these platforms so Google doesn't have all the data. Clients have lots of data. Their agencies need to be able to organize that data to better run campaigns.

Very informative, no? We asked Morrissey if anybody's ever told him he should write about the ad industry for a living. "If Twitter doesn't work out, totally looking into it."