Google Looks Beyond DoubleClick Deal

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Google expects their takeover of DoubleClick will be approved soon. At that point, they plan on pushing forward into the advertising arena to offer even more options for advertisers. Google plans on making it easy for people to advertise everywhere through one control panel.

Tim Armstrong, Google’s president of advertising and commerce in North America, said the Web search leader’s forays into selling ads in print, radio and television had shown that marketers would be keen to use a joint system that let them better manage ad inventory.

“We’re intent on bringing more and more scale to the digital dashboard space,” Armstrong said at a UBS media conference in New York, referring to Web-based systems used to buy and sell ad inventory.

“There’s a high level of interest and a high level of work that needs to be done,” he said. “We’re very very early stage on connecting those businesses. I think this is a two-, three-, five-year product that we’re going to work on.”

An integrated advertising platform for Google is getting closer to reality.

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