Google, ad giant Publicis officially doing … ummm … something

Advertising Age and a pile of other digital and print publications are reporting news that Google and Publicis Groupe let it be known yesterday that they are hanging out together.

The companies told reporters they will be “collaborating to develop new products and tools and exchange talent by embedding executives in each others’ companies.”

The two CEOs also sent an e-mail to the staffs of both companies today that describes plans for joint “initiatives related to accelerating the ability of technology to make advertising more effective.”

What this means is anybody’s guess, but with Google buying DoubleClick and now hanging out with an agency conglomerate the online giant is clearly looking well beyond the business of contextual text ads. Whether that means anything for our space is unclear, but I have certainly come across a company or two wondering if DoubleClick’s DART ad-serving system could be used for digital screen ad placement.

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