In this new and very, very different environment for advertising, scale is not a critical factor anymore, Peter Kreisky, who has been advising media companies on strategy for more than 25 years, said in a phone interview. Nimbleness and focus are winning share from the giants, and this is ultimately what stopped this merger from going forward...theres a new reality that smaller, highly-focused new competitors really and truly understand the nature of new requirement of these new forms of advertising.