• Adweek, Wednesday, April 25, 2007 11 AM

As federal regulators continue their investigation of the merits of a Google-DoubleClick merger, the ad serving giant is launching a massive trade campaign touting itself as the "nerve center of digital marketing," a moniker that would be fortified if the Google deal is approved.

The campaign centers around a microsite built by the ad shop AKQA that features Web industry bellwethers discussing the most pressing issues facing the digital ad industry. As part of the campaign, DoubleClick's logo has been rebranded, developed by Ogilvy & Mather. The initiative also features print in addition to online media.

The main concern: whether a DoubleClick-Google union is a threat or a boon to advertisers and publishers. Google's ad seller rivals (some of which are DoubleClick clients) have been outspoken in their claim that a deal would violate antitrust law, by giving Google a dominant position in online advertising. DoubleClick rivals like 24/7 Real Media have also questioned the deal.

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