• by Laurie Sullivan  @lauriesullivan, August 6, 2009

Three hours into his role as Clickable SVP of product and operations, Google and DoubleClick veteran Dave Fall has already begun talking about leading the company toward integration with networks like Facebook, MySpace and Twitter to serve up ads.

Fall's roadmap will take Clickable international, too, offering mom-and-pop businesses in the United States access to Baidu and Yahoo Japan through application programming interfaces (APIs). Fall, 38, wants to make Clickable the preferred choice for small and medium-size businesses on tight budgets that don't have time to look beyond the big three -- Google, Yahoo, Microsoft -- to place ads.

"If you look at the mom-and-pop shops busy running daily businesses in a very challenging economic environment, they don't have time to also become a search engine marketer," he tells Online Media Daily.

Capitalizing on the Clickable's mantra, "simplistic," Fall wants to keep out complexities that other systems throughout the search industry rely on. And he plans to do what you would expect -- travel to India to meet the team to earn their respect and trust, and review processes and procedures to ensure the platform can scale as more clients come on board.

Fall isn't a stranger to steering companies in the correct direction. He led DoubleClick in the launch of DART Search after San Francisco buyout firm Hellman & Freeman acquired the company for $1.2 billion in 2005. Many things went correctly with the launch, but "what went wrong was not focusing more on the product because there was a rush to add features," he says. "Looking back now, I would have slowed the introduction and focused more on training, so clients could get to know the product."

Those features included technology that atomically optimizes bids on search engines, and reporting and tracking.

A video posted to YouTube asks Fall why he left Google. "I loved my time at Google," he says. "The year and a half I spent there after DoubleClick was acquired was great, and wouldn't trade it for anything, but from a career perspective it was time to take the next leap."

Fall also is a board member of the Search Engine Marketing Professional Organization (SEMPO), and co-founder of the SEMPO New York Working Group.