Google Looking For Ad Partners Outside DoubleClick Deal

Reuters reported that Google Inc is looking for more advertising partners outside its proposed purchase of DoubleClick Ltd. Tim Armstrong, Google's president of advertising and commerce in North America, said that Google is planning for a joint system to sell ads in print, radio and television for better management of ad inventory.

At a UBS media conference in New York, referring to Web-based systems used to buy and sell ad inventory, he said, "We're intent on bringing more and more scale to the digital dashboard space. 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."

He added that Google's AdWords system for auctioning search terms had taken more than two years to build into a high-level product. Google bought DoubleClick for $3.1 billion. It is believed that this deal will make a distinct mark in the market for graphical display advertising online.

Further he added, "Outside of that deal, there are also other opportunities for us to work in that space with other companies. We're exploring the ability to basically work with multiple companies in that space."

This deal will help the advertisers who buy commercial space and the publishers who sell that inventory. The company's biggest competitor, Microsoft Corp, bought ad technology company aQuantive for $6 billion in August.

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