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Old school ad agencies on Madison Avenue know and understand CBS, Inc. They've been selling its inventory to clients since 1928. So it's no wonder the ad agencies are so happy to see CBS take control over CNET, one of those Web properties everyone's saying they have to put money into. PaidContent rounded up the gushing and we've pared it down, below.

  • Tim Hanlon, EVP-Ventures, Publicis' Denuo:

  • It gives [CBS] credible content in tech that can be leveraged across CBS radio and news. It gives CBS broader reach online. Weather Channel/weather.com might be next.

  • Alan Schanzer, managing partner, at WPP Group's MEC Interaction:

  • It's not always going to be the case where people go home and turn on their TV to watch CBS. It will be much more about CBS going out to this mass audience of people and saying we have this content, come watch it.

  • Greg Smith, COO of Neo@Ogilvy:

  • CBS is primarily a TV company. The news division has been increasingly under-financed and this can provide a shot in the arm. Plus, CBS isn't getting any younger over there.